The Illusion of Double-Discount: Using Reference Points in Promotion Framing

doi:10.1002/jcpy.1102

CORC > 上海财经大学 > 上海财经大学

	The Illusion of Double-Discount: Using Reference Points in Promotion Framing
	Gong, Han 1; Huang, Jianxiong 2; Goh, Kim Huat 3
刊名	JOURNAL OF CONSUMER PSYCHOLOGY
	2019-07
卷号	29 期号:3 页码:483-491
关键词	Deal appeal Double-discount Double-discount sequence effect Price framing Reference points
ISSN号	1057-7408
DOI	10.1002/jcpy.1102
英文摘要	Double-discount is an effective format for promoting purchase decisions. However, extant literature has overlooked how temporal order of discounts applied affects consumers' purchase decisions. In this paper, we show that the sequence of discount magnitude (e.g., 10% followed by 40% vs. 40% followed by 10%) leads to biases in consumer judgment and influences the perceived appeal and purchase intention of the deal. We term this the double-discount sequence effect. Using four experiments, we showed that double-discount in an ascending sequence (e.g., taking 10% off, then an additional 40% off) is preferable over that in a descending sequence. We also found that discount application sequence-but not the presentation order-matters to consumers. Consumers anchor on the first discount they encounter and evaluate the second discount with respect to this first one.
WOS研究方向	Business & Economics ; Psychology
语种	英语
出版者	JOHN WILEY & SONS LTD
WOS记录号	WOS:000473648500010
内容类型	期刊论文
源URL	[http://10.2.47.112/handle/2XS4QKH4/207]
专题	上海财经大学
通讯作者	Huang, Jianxiong
作者单位	1.Shanghai Univ Finance & Econ, Shanghai, Peoples R China; 2.Nanjing Univ, Nanjing, Jiangsu, Peoples R China; 3.Nanyang Technol Univ, Singapore, Singapore
推荐引用方式 GB/T 7714	Gong, Han,Huang, Jianxiong,Goh, Kim Huat. The Illusion of Double-Discount: Using Reference Points in Promotion Framing[J]. JOURNAL OF CONSUMER PSYCHOLOGY,2019,29(3):483-491.
APA	Gong, Han,Huang, Jianxiong,&Goh, Kim Huat.(2019).The Illusion of Double-Discount: Using Reference Points in Promotion Framing.JOURNAL OF CONSUMER PSYCHOLOGY,29(3),483-491.
MLA	Gong, Han,et al."The Illusion of Double-Discount: Using Reference Points in Promotion Framing".JOURNAL OF CONSUMER PSYCHOLOGY 29.3(2019):483-491.