Department of Marketing

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Browsing Department of Marketing by Author "Davis, Derick F."

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    $29 for 70 Items or 70 Items for $29? How Presentation Order Affects Package Perceptions
    Bagchi, Rajesh; Davis, Derick F. (University of Chicago Press, 2012-06)
    When consumers consider a package (multi- item) price, which presentation order is more appealing, price first ($29 for 70 items) or item quantity first (70 items for $29)? Will this depend on package size (larger [70 items] vs. smaller [7 items]) or unit price calculation difficulty (higher [$29 for 70 items] vs. lower [$20 for 50 items])? Why? Three studies demonstrate how presentation order affects package evaluations and choice under different levels of package size and unit price calculation difficulty. The first piece of information becomes salient and affects evaluations when packages are larger and unit price calculations are difficult (i. e., priceitem [item-price] makes price [items] salient, negatively [positively] affecting evaluations). These effects do not persist with smaller packages or easier unit price calculations. Our findings contribute to several literatures (e. g., numerosity, computational difficulty) but primarily to the order effects literature and have implications for measurement and practice (e. g., pricing).
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    Affective Influences on Evaluative Processing
    Herr, Paul M.; Page, Christine M.; Pfeiffer, Bruce E.; Davis, Derick F. (University of Chicago Press, 2012-02)
    The past three decades have seen considerable debate about affect's influence on judgment. In three experiments, following manipulations of incidental, integral, and cognitively based affect, positive affect results in more efficient processing while negative affect appears to make judgments both less efficient and more effortful. Affect's influence is inferred from the consistency of participants' responses and the pattern of the positive-negative response latency asymmetry reported by Herr and Page, in which positive judgments appear to be relatively effortless and automatic while negative judgments require effortful and controlled processing. Positive affect reduced or eliminated the asymmetry while negative affect exacerbated it. Affect's influence appears consistent with a view of positive affect-induced processing efficiency.