Do Deals Really Help Save: Deal Salience and Increased Consumer Spending

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA
Daniel Villanova, Virginia Tech, USA
Consumers have the lay belief that looking for deals helps in saving money. In this paper, we find that deal salience decreases self-control and increases consumer spending. Further, we get the surprising result that deal salience has a greater influence on the spending behavior of tightwads than spendthrifts.
[ to cite ]:
Sudipta Mukherjee, Mario Pandelaere, and Daniel Villanova (2016) ,"Do Deals Really Help Save: Deal Salience and Increased Consumer Spending", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 750-750.