Two researchers hypothesize "consumers would think that a 'sale price' presentation would generate a greater monetary savings than an 'everyday low price' presentation" (Tom & Ruiz, 1997) . In this study, the independent variable is ______.

A) monetary savings
B) consumers
C) "sale price" presentation
D) type of presentation

Independent Variable

A variable in research that is manipulated or changed to observe its effect on a dependent variable.

Sale Price Presentation

The manner in which the selling price of a product or service is communicated or displayed to potential buyers.

Monetary Savings

The amount of money that is saved or conserved, often by reducing expenses or avoiding unnecessary costs.