The Effects of Stackable Discounts on Consumers’ Retail Price Image Perception

Shan Feng, William Paterson University, USA
Jane Cai, Independent, USA
This paper examines the impact of stackable discounts on retailers’ price image. We compared stackable discounts to a single discount format in terms of the value perceived by consumers, and found that stackable discounts is superior in creating a more favorable retail image.
[ to cite ]:
Shan Feng and Jane Cai (2012) ,"The Effects of Stackable Discounts on Consumers’ Retail Price Image Perception ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1129-1129.