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The influence of print advertisement organization on odd‐ending price image effects

The influence of print advertisement organization on odd‐ending price image effects Although findings have been inconsistent, there is some evidence from both experimental studies and field research that prices set just below the nearest round figure produce higher than expected demand at that level. Other research has demonstrated that the organization of verbal and/or pictorial elements of a print advertisement can influence the persuasive impact of that ad. The author combines these two streams of research in examining preference for brands associated with 0- versus 9-ending prices that are displayed in different advertising layouts. Results indicate that the higher than expected demand associated with 9-ending prices is more likely when prices are placed to the left of attended verbal information contained in an ad, due to the more positive evaluations of price that occur with more efficient subconscious processing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

The influence of print advertisement organization on odd‐ending price image effects

Journal of Product & Brand Management , Volume 11 (5): 16 – Sep 1, 2002

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420210442193
Publisher site
See Article on Publisher Site

Abstract

Although findings have been inconsistent, there is some evidence from both experimental studies and field research that prices set just below the nearest round figure produce higher than expected demand at that level. Other research has demonstrated that the organization of verbal and/or pictorial elements of a print advertisement can influence the persuasive impact of that ad. The author combines these two streams of research in examining preference for brands associated with 0- versus 9-ending prices that are displayed in different advertising layouts. Results indicate that the higher than expected demand associated with 9-ending prices is more likely when prices are placed to the left of attended verbal information contained in an ad, due to the more positive evaluations of price that occur with more efficient subconscious processing.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Sep 1, 2002

Keywords: Advertising; Consumer behaviour

References