The Immediate and Delayed Effects of Price Promotions on Post-Purchase Consumption Experience

Leonard Lee, Columbia University, USA
Claire Tsai , University of Toronto, Canada
We examine how price promotions influence post-purchase hedonic consumption experience. Four experiments demonstrate that when consumption occurs immediately after payment, discounts make consumption more enjoyable; however, this pattern reverses when consumption is delayed. The experiments provide support for the roles of feelings and involvement, respectively, in accounting for these effects.
[ to cite ]:
Leonard Lee and Claire Tsai (2012) ,"The Immediate and Delayed Effects of Price Promotions on Post-Purchase Consumption Experience", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 168-172.