ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 The Impact of Price Display Size on Processing and Evaluation of Comparative Price Advertisements Rajiv Vaidyanathan, University of Minnesota Duluth, USA Praveen Aggarwal, University of Minnesota Duluth, USA We examine the effect of changes in the font size of price information in print advertisements where both regular and sale price information is provided. Using a diagnosticity/accessibility framework, we show that such changes affect purchase intentions but through different moderating variables. Increasing the relative font size of regular price information positively affects the normal price estimate of an individual. Similarly, increasing the sale price font size results in increased message processing. However, the two effects cannot be had simultaneously. [to cite]: Rajiv Vaidyanathan and Praveen Aggarwal (2007) ,"The Impact of Price Display Size on Processing and Evaluation of Comparative Price Advertisements", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 397-398. [url]: http://www.acrwebsite.org/volumes/14023/eacr/vol8/E-08 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.