Horizontal Versus Vertical: The Visual Balance Effects of Comparative Price Presentation

IF 4.4 3区管理学 Q2 BUSINESS

Journal of Consumer Behaviour Pub Date : 2024-10-03 DOI:10.1002/cb.2412

Xingang Wang, Lulu Wang, Zhipeng Xie

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引用次数: 0

Abstract

Existing studies on comparative price advertisements mainly address how the physical factors of price presentation (e.g., font size, physical distance, background color) influence consumers' numerical processing and affect their discount perception and purchase intentions. However, this research takes a visual processing perspective to examine the visual balance effect of comparative price presentation (horizontal vs. vertical) on product preference. We used a scenario-based experimental design to imagine an online shopping scenario. Study 1 indicates that horizontal (vs. vertical) comparative prices lead to heightened product attitudes/purchase intentions. Study 2 verified that perceived stability mediates the visual balance effect. In addition, Study 3 shows that the visual balance effect is moderated by the fit of perceived stability with product characteristics. The conclusions contribute to the knowledge structure of comparative price presentation from a visual processing perspective and can guide more effective comparative price promotion.

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来源期刊

Journal of Consumer Behaviour BUSINESS-

CiteScore

7.30

自引率

11.60%

发文量

期刊介绍： The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.