{"title":"The Effect of Incidental Prices in Online Display Ads on Consumer Internal Reference Price","authors":"H. Shaker, S. Sénécal, Yany Grégoire, S. Taboubi","doi":"10.1080/10864415.2022.2076195","DOIUrl":null,"url":null,"abstract":"ABSTRACT The main objective of this research is to investigate how price information in online display advertisements affects the consumer’s internal reference price (IRP). The internet context differs from prior pricing research contexts in which consumers allocate all or none of their conscious attention to price stimuli. In this context, consumers allocate some of their attention to ads, but they do so incidentally. Across four studies, we show that these incidental exposures to price information in online ads influence the IRP. The results suggest that the price magnitude used in the online ad (either low or high) determines the price anchoring mechanism at play. The price magnitude in conjunction with ad repetition and ad type (price comparing ad vs. single price ad) also affect the consumer’s IRP. By uncovering these effects in online display advertising, this research contributes to pricing and online advertising research and provides specific insights for online marketers.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"279 - 310"},"PeriodicalIF":4.2000,"publicationDate":"2022-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Commerce","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/10864415.2022.2076195","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 2
Abstract
ABSTRACT The main objective of this research is to investigate how price information in online display advertisements affects the consumer’s internal reference price (IRP). The internet context differs from prior pricing research contexts in which consumers allocate all or none of their conscious attention to price stimuli. In this context, consumers allocate some of their attention to ads, but they do so incidentally. Across four studies, we show that these incidental exposures to price information in online ads influence the IRP. The results suggest that the price magnitude used in the online ad (either low or high) determines the price anchoring mechanism at play. The price magnitude in conjunction with ad repetition and ad type (price comparing ad vs. single price ad) also affect the consumer’s IRP. By uncovering these effects in online display advertising, this research contributes to pricing and online advertising research and provides specific insights for online marketers.
期刊介绍：
The International Journal of Electronic Commerce is the leading refereed quarterly devoted to advancing the understanding and practice of electronic commerce. It serves the needs of researchers as well as practitioners and executives involved in electronic commerce. The Journal aims to offer an integrated view of the field by presenting approaches of multiple disciplines.
Electronic commerce is the sharing of business information, maintaining business relationships, and conducting business transactions by digital means over telecommunications networks. The Journal accepts empirical and interpretive submissions that make a significant novel contribution to this field.
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