The Effect of Price Presentation Tactics on Consumer Evaluation Effort of Multi-Dimensional Prices

Estelami, Hooman

doi:10.1080/10696679.2003.11501934

Cited by 69 publications

(57 citation statements)

References 48 publications

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“…Thus, how the same information facilitates people's processing influences their decision making (Darke & Chung, 2005;Heath et al, 1995). For example, it is more difficult to process information presented in proportions than in raw units (Estelami, 2003). When a piece of information is difficult to process, people tend to ignore it and selectively attend to other information that is easier to process (Oberauer, 2003) because, due to their limited working memory capacity, they must control what they attend to in decision making (Kane & Engle, 2003).…”

Section: Visual Saliencementioning

confidence: 99%

“…Study 1 investigates the interactive role of visual salience and the level of difficulty involved in processing information on people's responses to integrated and segregated payments (Estelami, 2003;Jarvenpaa, 1990). Study 2 further demonstrates the way in which stimulus-versus recall-driven perceptions determine whether people integrate multiple losses (Bettman, Johnson, & Payne, 1992;Hastie & Park, 1986;Lynch & Srull, 1982).…”

Section: Introductionmentioning

confidence: 96%

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The effect of salience on mental accounting: how integration versus segregation of payment influences purchase decisions

Kim

2006

Behavioral Decision Making

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Although mental accounting principles are generally robust, the integration-of-losses principle often fails. This research argues that when information salience is high, people actively segregate. To demonstrate that effect, this research uses purchase decision making for which the total payment is a key decision factor and compares examples such as the following equivalent total payments: ''$120.95 for a stroller plus $19.95 for shipping'' (i.e., segregation) versus ''$140.90 for a stroller including shipping'' (i.e., integration). Two studies demonstrate that integration increases purchase intentions when the salience of the smaller payment is higher. Specifically, integration leads to higher purchase intentions than does segregation when (1) the surcharge is visually more salient, (2) the surcharge is easy to process, and (3) price perceptions are stimulus instead of recall driven. Therefore, this research extends mental accounting by identifying conditions in which the integration-of-losses principle is likely to prevail.

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Section: Visual Saliencementioning

confidence: 99%

Section: Introductionmentioning

confidence: 96%

The effect of salience on mental accounting: how integration versus segregation of payment influences purchase decisions

Kim

2006

Behavioral Decision Making

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show abstract

“…To augment Garbarino [47] and Xia [48] claimed that consumers who wish dollar off and cash coupon, have lesser perceived price unfairness, more perceived value, trust, and have more re-purchase intentions than their corresponding item. Other than that, [49] also gave clear suggestion that price can makes difference in intentions and revealed that if price hits ethical norms, trust will be lost and negative intention increases.…”

Section: Price Awarenessmentioning

confidence: 99%

Inspecting the Role of Intention to Trust and Online Purchase in Developing Countries

Rahi¹,

Ghani²,

Muhamad³

2017

J Socialomics

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The study aims to explain the relationship between intention to trust dimensions and purchase intention in online products. Furthermore, it examines the relationships between integrity, competency, firm's image, Uncertainty Avoidance, price awareness, propensity to trust and the impact on purchase intentions.Reliability result showed that all items of Cronbach Alpha are acceptable. Normality test also indicated that the data fit the purpose for which it was obtained. Descriptive and inferential statistics were used for the data analysis. Inferential statistics was run to get the main research outcome. The techniques used were determined by each objective and the variables involved in the study were indicated that there is significant relationship exist among integrity, competency, firm's image, UA, price awareness, propensity to trust & the impact on purchase intentions. This study is narrowed only to the universities student's in Terengganu area Malaysia. Hence, the generalization of the findings cannot be made for the whole population of people in Malaysia. Further Research may be conducted with other data set.

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“…There is evidence to suggest that such discriminations in discount features would be difficult for most individuals to make. Consumers have difficulty in processing price information (e.g., Estelami, 2003;Kruger & Vargas, 2008), and people, more generally, have difficulty appreciating the notion and implications of regression to the mean (e.g., Tversky & Kahneman, 1974). Moreover, those who preferred per-item and per-purchase discounts in Study 2 did not differ in the importance they assigned to "avoiding the worst possible discount" or "achieving the best possible discount" as reasons for their preference.…”

Section: Studymentioning

confidence: 97%

Risky discounts: Do people prefer them on a per-item or per-purchase basis and why?

Kamleitner

Mandel

Dhami

2011

Journal of Economic Psychology

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The Effect of Price Presentation Tactics on Consumer Evaluation Effort of Multi-Dimensional Prices

Cited by 69 publications

References 48 publications

The effect of salience on mental accounting: how integration versus segregation of payment influences purchase decisions

The effect of salience on mental accounting: how integration versus segregation of payment influences purchase decisions

Inspecting the Role of Intention to Trust and Online Purchase in Developing Countries

Risky discounts: Do people prefer them on a per-item or per-purchase basis and why?

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