Price Discounting For Emotional Impact

Aylin Aydinli, London Business School, UK
Marco Bertini, London Business School, UK
We propose that price promotions temporarily reduce the motivation of consumers to engage in effortful deliberation, which in turn shifts the balance of power toward affect. Consequently, price discounting produces several predictable results, including a stronger preference for affectively superior goods and valuations that are more polarized and scope insensitive.
[ to cite ]:
Aylin Aydinli and Marco Bertini (2012) ,"Price Discounting For Emotional Impact", 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: 293-297.