The Ease-of-Computation Effect: The Interplay of Metacognitive Experiences and Naive Theories in Judgments of Price Differences

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Consumer Evaluations of Sale Prices: Role of the Subtraction Principle (2013, unknown): “…mediation for both value perceptions (–1.08 to –.20) and purchase intentions (–1.33 to –.22) did not include zero, implying significant 4Study 5a: We also directly tested the mechanisms underlying the results in Study 5 by conducting a study similar to that conducted by Thomas and Morwitz (2009).”
Are Men Seduced by Red? The Effect of Red Versus Black Prices on Price Perceptions. (2013, methodology): “In the context of prices, consumers’ use of heuristic cues s prevalent (Coulter and Coulter 2005, 2010; Coulter and orberg 2009; Thomas and Morwitz 2005, 2009).”
Uniting the Tribes of Fluency to Form a Metacognitive Nation (2009, unknown): “The nature of naïve theories and its mediating link between fluency and judgment has been the topic of a number of excellent articles (e.g., Briñol et al., 2006; Oppenheimer, 2008; Thomas & Morwitz, 2009; Unkelbach, 2006; for a review, see Schwarz, 2004).”
When more is Less: The Impact of Base Value Neglect on Consumer Preferences for Bonus Packs over Price Discounts (2012, background): “Extant research indicates that “com-paring two numbers that are closer to each other is relatively more difficult than comparing two numbers that are farther apart” (Thomas and Morwitz 2009, p. 82).”