Pricing
Place Sale Prices Below Original Prices
Vertical numbers are easier to subtract because of the digit-by-digit comparison.
Arrange your discounts vertically to ease the subtraction (Feng, Suri, Chao, & Koc, 2017). Easy calculations enlarge the gap between numbers (Thomas & Morwitz, 2009).
Caveat: Horizontal formats work better for small discounts because they impede the calculation.
- Feng, S., Suri, R., Chao, M. C. H., & Koc, U. (2017). Presenting comparative price promotions vertically or horizontally: Does it matter?. Journal of Business Research, 76, 209-218.
- Thomas, M., & Morwitz, V. G. (2009). The ease-of-computation effect: The interplay of metacognitive experiences and naive theories in judgments of price differences. Journal of Marketing Research, 46(1), 81-91.