Focusing on the Consumer Value: Price and Product Presentation Effects on Online Consumers' Perceptions and Decision Making

摘要

The way marketing information is presented, especially in the fast-moving digital channel, can influence greatly consumer perceptions and choices. Buyers have been shown to experience pain of paying, neurally similar to physical pain (Knutson, Rick, Wimmer, & Prelec, 2007), and to fixate on the selling price, i.e. the money asset they are forgoing in a potential sale (Carmon & Ariely, 2000). When seen first, price information can reduce the likelihood of a sale and direct consumers' attention towards the product's utilitarian benefits and worth (Bagchi and Davis, 2012; Lee and Zhao, 2014; Karmarkar, Shiv, & Knutson, 2015). The present research investigates whether presenting product information first and emphasizing product benefits can, separately or jointly, counteract these effects and increase the likelihood of a sale for experiential products. We hypothesized that these two factors would increase consumers' intent to purchase, value-for-money perception, experiential value perception, and likelihood for social sharing.