Journal of the Academy of Marketing Science

, Volume 41, Issue 3, pp 271–282

Math anxiety and its effects on consumers’ preference for price promotion formats

Authors

    • LeBow College of BusinessDrexel University
  • Kent B. Monroe
    • University of Illinois
    • University of Richmond
  • Umit Koc
    • LeBow College of BusinessDrexel University
Original Empirical Research

DOI: 10.1007/s11747-012-0313-6

Cite this article as:
Suri, R., Monroe, K.B. & Koc, U. J. of the Acad. Mark. Sci. (2013) 41: 271. doi:10.1007/s11747-012-0313-6

Abstract

This research examines whether preference for certain price presentations observed in past research could be explained by either consumers’ math anxiety or their math abilities. Previous research suggests that math anxiety not only increases tendencies to make computational errors but also influences cognitive abilities to make numerical judgments. In four studies we document an effect of math anxiety whereby price promotions, whose net prices are simply derived, like those in a dollars-off format, were preferred over a competing percentage-off format. We explain this effect in terms of consumers’ inability to expend cognitive resources due to their math anxiety rather than their math ability. We also identify a boundary condition with such effects of math anxiety occurring when price information is presented in a computationally complex manner and when consumers are making important product judgments.

Keywords

Behavioral price researchNumerical information processingMath anxiety

Copyright information

© Academy of Marketing Science 2012