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When deal depth doesn't matter: How handedness consistency influences consumer response to horizontal versus vertical price comparisons

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  • Michael Barone
  • Keith Lyle
  • Karen Winterich

Abstract

The current research introduces a new moderator to the price comparison literature by considering how the processing of regular and sale price information may be grounded in the degree to which consumers are consistent-handed (CHs) or inconsistent-handed (ICHs) in performing manual tasks. Because vertically presenting regular and sale price information facilitates calculation of savings, vertical price comparisons should be processed more fluently than horizontal comparisons. However, this fluency difference should asymmetrically affect ICHs and CHs. Prior research has indicated that ICHs are more cognitively flexible than CHs. Here, ICHs expressed more favorable purchase intentions with greater deal depth for both vertical and horizontal price comparisons, possibly because their greater cognitive flexibility enabled them to process price comparisons effectively regardless of presentation layout. Conversely, possibly due to lower cognitive flexibility, CHs exhibited purchase intentions that were sensitive to differences in deal depth when presented with more fluent vertical price comparisons, but not less fluent horizontal comparisons. These findings are replicated across two experiments relying on different participant populations. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Michael Barone & Keith Lyle & Karen Winterich, 2015. "When deal depth doesn't matter: How handedness consistency influences consumer response to horizontal versus vertical price comparisons," Marketing Letters, Springer, vol. 26(2), pages 213-223, June.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:2:p:213-223
    DOI: 10.1007/s11002-013-9276-8
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    References listed on IDEAS

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    1. Choi, Pilsik & Coulter, Keith S., 2012. "It's Not All Relative: The Effects of Mental and Physical Positioning of Comparative Prices on Absolute versus Relative Discount Assessment," Journal of Retailing, Elsevier, vol. 88(4), pages 512-527.
    2. Chia-Jung Chang, 2013. "Price or quality? The influence of fluency on the dual role of price," Marketing Letters, Springer, vol. 24(4), pages 369-380, December.
    3. Ryan S. Elder & Aradhna Krishna, 2012. "The "Visual Depiction Effect" in Advertising: Facilitating Embodied Mental Simulation through Product Orientation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(6), pages 988-1003.
    4. Claire I. Tsai & Ann L. McGill, 2011. "No Pain, No Gain? How Fluency and Construal Level Affect Consumer Confidence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 807-821.
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    Cited by:

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    3. Gould, Stephen & Goldsmith, Emily & Lee, Michael, 2020. "The choice polarity effect: An investigation of evolutionary-based trait handedness and perceived magnitudes on laterally displayed choices," Journal of Business Research, Elsevier, vol. 120(C), pages 627-637.
    4. Kacprzak, Agnieszka & Pawłowska, Anna, 2017. "Work and shopping overflow — Consequences and differentiation among selected psychological and demographic characteristics," European Management Journal, Elsevier, vol. 35(6), pages 755-765.

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