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EMAC 2023 Regional Conference

The effect of language on perceived price complexity and the resulting purchase behavior

Published: November 22, 2023


Gal Mazor, Bar-Ilan University; Dikla Perez, Bar Ilan University; Ann Kronrod, University of Massachusetts, Lowell


Reassert showed that the perceived complexity of the price alters perceptions of offer fairness and may influence consumer reaction toward an offer. Acknowledging the extent to which price perceptions depend on the way marketers communicate prices, the current research investigates a way to reduce perceived price complexity and influence perceptions of offer fairness as well as consumer responses toward the offer. A field experiment shows that merely adding “That’s it” after the advertised price can increase consumer engagement with the offer. Three online studies replicate this effect and demonstrate that the addition of “That’s it” reduces perceived price complexity and increases perceptions of offer fairness, thereby positively influencing attitudes toward the offer.