When 15% Off Plus 10% Off Is More Than 30% Off: Multiple-Discount Promotions Are Preferred to Larger Single-Discount Promotions

Dan Schley, Ohio State University, USA
The current article demonstrates that economically smaller multiple-discount promotions (15% off plus an additional 10% off) are preferred to economically larger single-discount promotions (30% off). Across five studies I rule out previous accounts and demonstrate that this effect is mediated by multiple-discount promotions being perceived as rarer than single-discount promotions.
[ to cite ]:
Dan Schley (2013) ,"When 15% Off Plus 10% Off Is More Than 30% Off: Multiple-Discount Promotions Are Preferred to Larger Single-Discount Promotions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.