How Presentation Order Affects Package Perceptions - Assignment Example

            The researchers conducted three studies. The first was conducted by a company introducing an online television service on the payment of per hour basis, where it sampled 218 undergraduates (Bagchi and Davis 65). The second research involved the use of 216 online personnel who were required to choose the lowest set of per-unit prices from a variety of price presentations (Bagchi and Davis 67). The third research used 167 participants where they were to select a movie package price in relation to happiness and importance variables.

Hypothesis

            In the first research, customers’ value perceptions and trial-like-hood are based on difficult calculations of the first item in the larger package. The second hypothesis was customers’ perceptions are influenced by certain conditions when evaluating complex calculations and large packages. The third hypothesis was customers perceive trial likelihoods based on dependent variables (Bagchi and Davis 70).

Results

            In the first study, consumers purchase a product based on the first information of the large package and later adjust inadequately based on a time constraint. The second study confirms that customers’ trial-like-hoods are based on the unit price. The study indicates customers achieve trial-like-hood in large packages during complex calculations when the unit price appears before the item in presentation order (Bagchi and Davis 71).