“That’s It!” How Short Exclamations Boost the Effectiveness of Price Communications
研究发现，在价格沟通中加入“就这样”等简短感叹句，能降低消费者感知的价格复杂性，提升对报价公平性的感知，从而增强购买反应，尤其适用于移动购物等认知负荷高的场景。
An abundance of research cites the detrimental effects of consumer skepticism toward price communication. The authors of this article investigate whether adding what they refer to as “containing language”—short, exclamatory bursts such as “That’s it” or “Period”—can reduce perceived price complexity, thereby increasing perceived offer fairness and enhancing consumer responses. Five experiments test this proposition in the field and in a controlled environment. This investigation additionally demonstrates that the effect of containing language is strengthened in situations where consumers seek ways to relieve cognitive load, such as mobile purchases. The findings inform consumers and marketers about ways to communicate prices responsibly.