How does price variance among purchase channels affect consumers' cognitive process when shopping online?

Front Psychol · 2022 · PMC9679016 · PMID 36425818

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a little significantno p-value reported

A small difference between the prices for the two channels costs more resources to identify, while participants could relatively easily identify a high price variance, in which the differences between prices is a little significant.

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Quoted from the open-access full text in Europe PMC under the licence the publisher applied. The sentence is reproduced exactly as published; the emphasis is ours.