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

Dogerlioglu-Demir K., Kocas C., Aksoy N.

MARKETING LETTERS, vol.34, no.2, pp.251-268, 2023 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 34 Issue: 2
  • Publication Date: 2023
  • Doi Number: 10.1007/s11002-022-09643-6
  • Journal Name: MARKETING LETTERS
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, IBZ Online, International Bibliography of Social Sciences, ABI/INFORM, Business Source Elite, Business Source Premier, Psycinfo
  • Page Numbers: pp.251-268
  • Keywords: Habituation, Contrast effect, Abrupt disparity effect, Presentation order, Product line
  • Galatasaray University Affiliated: Yes

Abstract

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.