“That’s It!” How Short Exclamations Boost The Effectiveness of Price Communications Using “Containing Language” to Influence Perceived Price Complexity and Offer Fairness

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.