The Effects of Math Anxiety on Consumers’ Perceptions of Sales Promotions

Fei L. Weisstein, University of Texas - Pan American, USA
Xi Wang, The University of Texas - Pan American, USA
This paper examines whether consumers’ levels of math anxiety influence their perceptions of various sales promotions. Our study shows that consumers with high math anxiety prefer simplified non-monetary promotion that involved no arithmetic calculation while consumers with low math anxiety prefer discount monetary promotion.
[ to cite ]:
Fei L. Weisstein and Xi Wang (2013) ,"The Effects of Math Anxiety on Consumers’ Perceptions of Sales Promotions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.