Too Attractive to Pass: a Peculiar Appeal of Shorter Redemption Windows of Daily Deals

Yogesh Joshi, University of Maryland
Anastasiya Pocheptsova, University of Maryland
Daily deals are now widely popular. We show that consumers exhibit suboptimal preference for deals with shorter redemption windows for hedonic products and services. We propose that short redemption window is interpreted as a signal of product scarcity and that such interpretation is magnified when consumers need to justify purchase.
[ to cite ]:
Yogesh Joshi and Anastasiya Pocheptsova (2014) ,"Too Attractive to Pass: a Peculiar Appeal of Shorter Redemption Windows of Daily Deals", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 86-90.