One of the key points of marketing and of business is consumers’ willingness to pay (WTP). Maximizing consumers’ willingness to pay translates into revenue creation. Price plays an important role in consumer decision and their willingness to pay. Previous literature suggests that the way prices are presented influence consumers’ choices. This research utilizes Prospect Theory as a backbone to analyze the effect that price presentation order has on consumer’s choices. This research contributes to literature in different aspects. Firstly, it analysis price presentation order effect in online markets, as previous research has been focused on brick-and-mortar contexts. Secondly, it analyzes the moderating role that color plays to price presentation order, as color has been proved to play a role in consumer’s choice. Thirdly, it analyzes the moderating role that mood posits to price presentation order, as previous evidence shows that mood affects consumer’s choice. The results provide an insight into the importance of careful pricing in the web design, and guidance for marketers and researches into further understanding of the vital role of pricing.

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