Using “Containing Language” Effectively Boosts Price Communications Effectiveness

Summary

This study explores the impact of using "containing language" in advertisements on perceived offer fairness and consumer behavior. Identifying useful phrases like "That's it!" and "Period!" can reduce perceived price complexity and enhance perceived offer fairness, leading to higher purchase intentions, the researchers conclude. These findings suggest that marketers can use such language to communicate prices more effectively and responsibly.

The study involved multiple experiments and a large-scale field study, demonstrating that containing language can positively influence consumer perceptions and responses. The research provides valuable insights for marketing practitioners on how to design advertisements that improve consumer trust and engagement.