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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水平与垂直：比较价格呈现的视觉平衡效果

现有的比较价格广告研究主要研究价格呈现的物理因素（如字体大小、物理距离、背景颜色）如何影响消费者的数值加工，进而影响消费者的折扣感知和购买意愿。然而，本研究从视觉加工的角度来考察比较价格呈现（水平与垂直）对产品偏好的视觉平衡效应。我们使用基于场景的实验设计来想象一个在线购物场景。研究1表明，水平（相对于垂直）比较价格导致产品态度/购买意愿的提高。研究2证实，感知稳定性介导视觉平衡效应。此外，研究3表明，感知稳定性与产品特性的拟合对视觉平衡效应有调节作用。这些结论有助于从视觉加工的角度构建比较价格呈现的知识结构，可以指导更有效的比较价格促销。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.