The role of presentation order in consumer choice: the abrupt disparity effect

Döğerlioğlu Demir, Kıvılcım and Koçaş, Cenk and Cavdar Aksoy, Nilsah (2022) The role of presentation order in consumer choice: the abrupt disparity effect. Marketing Letters . ISSN 0923-0645 (Print) 1573-059X (Online) Published Online First

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Extant research in presentation of products in a product line shows that price structure of items affects consumers’ decision-making. Extremeness aversion may hinder individuals to choose premium options in a product line. Thus, our paper aims at finding a viable way to promote the most expensive (and highest quality) items in relatively large choice sets. We introduce the abrupt disparity effect which suggests that the choice probability of the premium product increases when consumers are exposed to a series of items that are presented in an ascending price (and quality) order that is capped with an extremely inferior option positioned right next to the premium. In five experiments, we explore the abrupt disparity effect that has not been hitherto examined in the marketing literature. We hope to illustrate this new ordering effect, its boundary conditions, and provide novel insights to marketers.
Item Type: Article
Uncontrolled Keywords: Abrupt disparity effect; Contrast effect; Habituation; Presentation order; Product line
Divisions: Sabancı Business School
Depositing User: Kıvılcım Döğerlioğlu Demir
Date Deposited: 21 Sep 2022 15:20
Last Modified: 21 Sep 2022 15:20

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