It's Not All Relative: The Effects of Mental and Physical Positioning of Comparative Prices on Absolute versus Relative Discount Assessment

摘要: Abstract In the context of three experiments, authors examine manner in which consumers compare a sale price to an explicit reference value. They find that comparison regular may be more likely involve absolute (dollar amount) assessment, whereas competitor's relative (percent) assessment. The also vertical (i.e., columnar) placement prices result greater tendency estimate discounts terms. Conversely, horizontal side-by-side) compute numerical difference. results provide important implications for retail managers terms framing and communicating discounts.