Describe Your Product Before the Price

Which should you show first: product or price?

It depends:

• Selling high quality? Describe products before prices. Based on brain scans, customers are less impacted by price because they're fixated on benefits (Karmarkar et al., 2015).
• Selling low cost? Show prices first. Customers will fixate on this price while evaluating the product, which helps them see the economic value.

Still not sure? In default scenarios, describe benefits then prices.

Skilled negotiators frame their offers as gains (Majer et al., 2020).

• Gain: I give my A for your B.
• Loss: I request your B for my A.

Same with pricing:

• Gain: I give a logo for $2k.
• Loss: I request $2k to give a logo.

Customers in the second frame evaluate the offer by fixating on their loss of $2k.

• Karmarkar, U. R., Shiv, B., & Knutson, B. (2015). Cost conscious? The neural and behavioral impact of price primacy on decision making. Journal of Marketing Research, 52(4), 467- 481.
• Majer, J. M., Trötschel, R., Galinsky, A. D., & Loschelder, D. (2020). Open to offers, but resisting requests: How the framing of anchors affects motivation and negotiated outcomes. Journal of personality and social psychology, 119(3), 582.