The Illusion of Double-Discount: Using Reference Points in Promotion Framing | |
Gong, Han1; Huang, Jianxiong2; Goh, Kim Huat3 | |
刊名 | JOURNAL OF CONSUMER PSYCHOLOGY
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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. |
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