That’s It! How Short Exclamations Boost the Effectiveness of Price Communications

Can a simple phrase like “That’s it!” change how consumers perceive prices? In this episode, Dr. Dikla Perez (Bar-Ilan University), Dr. Gal Mazor (Bar-Ilan University), and Dr. Ann Kronrod (University of Massachusetts) discuss their Journal of Advertising Research article, "That’s It! How Short Exclamations Boost the Effectiveness of Price Communications."

The authors explain how short exclamations—like “That’s it!” or “Period.”—make prices feel clearer and fairer, leading to higher consumer engagement. Their research, which includes lab experiments and a large-scale field study, shows that these simple phrases can reduce perceived price complexity and increase trust in pricing—especially in high-cognitive-load situations like mobile shopping. They also share practical insights on when and where brands should use such “containing language” to improve price transparency and drive conversions. 

Read the full paper here: 
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-025?scroll=top&needAccess=true

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