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倒挂:在低处展示价格会影响消费者评估价格的方式

Michael J. Barone,博士 KS库尔特 X.李
“零售业杂志”。 三月30,2020

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抽象

Can changing the vertical location of a price (e.g., presenting it above or below a product image in an advertisement or retail display) influence consumer response? Drawing from conceptual metaphor theory, we propose that a price’s vertical location can activate metaphors that relate vertical locations to magnitudinal concepts. These “down = less” and “up = more” metaphors can subsequently influence evaluations of a target price as being monetarily low or high in magnitude. Consistent with this premise, several lab and field investigations demonstrate that prices provided in low (vs. high) locations lead to lower price perceptions, more favorable purchase intentions, and higher in-store sales. Two final studies directly implicate the role of “down = less” and “up = more” metaphors by demonstrating that such price location effects a) arise only among individuals who associate down with less and up with more and b) are attenuated when inconsistent spatial-magnitude associations (i.e., those relating down with 更多 并与 )已灌注。 讨论了这些发现的理论和管理意义以及未来的研究方向

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