The influence of print advertisement organization on odd‐ending price image effects

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.Abstract Although findings have been inconsistent, there is some evidence from both experimental studies and field research that prices set just below the nearest round figure produce higher than expected demand at that level. Other research has demonstrated that the organization of verbal and/or pictorial elements of a print advertisement can influence the persuasive impact of that ad. The author combines these two streams of research in examining preference for brands associated with 0-versus 9-ending prices that are displayed in different advertising layouts. Results indicate that the higher than expected demand associated with 9-ending prices is more likely when prices are placed to the left of attended verbal information contained in an ad, due to the more positive evaluations of price that occur with more efficient subconscious processing. IntroductionResearch findings have demonstrated that the physical positioning of ads within specific media vehicles can have an impact on both the evaluation of, and preference for, print advertising material. For example, non-attended verbal ads (i.e. those toward which the reader is paying only minimal attention) are liked more when placed to the right as opposed to the left of attended written material, while the opposite is true for non-attended pictorial print ads (Janiszewski, 1988). Similarly, ads with written copy material placed on the right side of the ad and pictorial material on the left are preferred over advertisements that have verbal material on the left and an illustration on the right (Ellis and Miller, 1981).

Size Does Matter: The Effects of Magnitude Representation Congruency on Price Perceptions and Purchase Likelihood

“…However that valuation might also be (nonconsciously) influenced by some other aspect of the stimulus. In the case of a comparative price advertisement, those aspects of the stimulus influencing value perceptions could involve any number of peripheral cue elements such as color, spokesperson, or layout (Babin, Hardesty, & Suter, 2003;Coulter, 2002). If no -MA 01 610-1477.…”

Is Color Perception of Packages Affected by Their In-aisle Position?

“…A right visual field advantage was disclosed for all four lexical types; however, brand names, like non-words, were found to be less lateralized than common nouns, consistent with theories of categoryspecific lexical processing. In another survey, Coulter (2002) showed that higher than expected demand associated with 9-ending prices is more likely when prices are placed to the left of attended verbal information contained in an advertisement.…”

Misused and missed use — Grounded Theory and Objective Hermeneutics as methods for research in industrial marketing

“…• the interest of the researcher is in the effect of specific procedures on the awareness of individuals, e.g. design of an advertisement with respect to subconscious effects (Coulter, 2002). • it is intended to analyze the empirical data in more depth than it would be possible with GT.…”