Double Mental Discounting: How a Single Promotional Rebate Feels Twice As Nice

Andong Cheng, Pennsylvania State University, USA
Cynthia Cryder, Washington University, USA
When receiving a promotional rebate, consumers “double discount” that rebate, mentally posting the rebate rewards to both the Time 1 purchase when they received the rebate and the Time 2 purchase when they use the rebate. Ease of payment coupling plays a key role in double discounting.
[ to cite ]:
Andong Cheng and Cynthia Cryder (2015) ,"Double Mental Discounting: How a Single Promotional Rebate Feels Twice As Nice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 486-487.