$29 for 70 Items or 70 Items for $29? How Presentation Order Affects Package Perceptions

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dc.contributorVirginia Techen
dc.contributor.authorBagchi, Rajeshen
dc.contributor.authorDavis, Derick F.en
dc.date.accessed2014-06-26en
dc.date.accessioned2014-06-27T14:45:39Zen
dc.date.available2014-06-27T14:45:39Zen
dc.date.issued2012-06en
dc.description.abstractWhen 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).en
dc.identifier.citationRajesh Bagchi and Derick F. Davis. "$29 for 70 Items or 70 Items for $29? How Presentation Order Affects Package Perceptions," Journal of Consumer Research, Vol. 39, No. 1 (June 2012), pp. 62-73. DOI: 10.1086/661893en
dc.identifier.doihttps://doi.org/10.1086/661893en
dc.identifier.issn0093-5301en
dc.identifier.urihttp://hdl.handle.net/10919/49138en
dc.identifier.urlhttp://www.jstor.org/stable/10.1086/661893en
dc.language.isoen_USen
dc.publisherUniversity of Chicago Pressen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectmetacognitive experiencesen
dc.subjectpurchase quantityen
dc.subjectconsumer judgmenten
dc.subjecttimeen
dc.subjectconstraintsen
dc.subjectadjustment modelen
dc.subjectchoiceen
dc.subjectbehavioren
dc.subjectattitudeen
dc.subjectambiguityen
dc.subjectcognitionen
dc.subjectbusinessen
dc.title$29 for 70 Items or 70 Items for $29? How Presentation Order Affects Package Perceptionsen
dc.title.serialJournal of Consumer Researchen
dc.typeArticle - Refereeden

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