It is said in the marketing community that the order in which you present "Price" and "Value" in business propositions changes the consumer behavior.

It is said that when price is presented first, the customer goes into a "is it worth it?" kind of reasoning when looking at the price. And that when "value" is presented before price, the customer goes into "Do I like this?" kind of thinking.

I have to main questions:

  1. Do you know of any scientific source for that framing?

  2. If it is actually a framing, would that mean that the customers can realize that they are being sold? That making them expect the value after seeing a price or expecting a price after being presented with the value.

At surface this question might look like a marketing question, but I am looking for a behavioral answer. Is there some specific biases or framings detected for this behavior?


  • $\begingroup$ Welcome to Psychology.SE. There is a lot of "It is said...". Where is it said...? We work differently to most SE sites, where we have a strict policy that all questions should show evidence of prior research. Please help us to help you and edit your question to provide more information on what you have read on this subject, what made you ask this question, and any problems you are having understanding your research. If you found nothing, what did you Google? This helps to provide an answer which will be more helpful. $\endgroup$ – Chris Rogers Jun 7 '19 at 6:20

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