Consumers Expect Favorable Evaluations and Generate More Wom When Buying on Deal

Kaitlin Woolley, University of Chicago, USA
Jane L. Risen, University of Chicago, USA
Ann L. McGill, University of Chicago, USA
Across 6 studies, we find consumers generate more word of mouth for purchases made on deal than at full-price. This emerged for a variety of products, at a range of prices ($30 to $3000), and was mediated by the extent to which consumers expected others to view them as competent.
[ to cite ]:
Kaitlin Woolley, Jane L. Risen, and Ann L. McGill (2015) ,"Consumers Expect Favorable Evaluations and Generate More Wom When Buying on Deal", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research.