Games Bargain Hunters Play: an Update

Robert Schindler, Rutgers University, USA
Price promotions can powerfully affect consumer choice. Two waves of depth interviews with deal-prone shoppers suggest that consumer game playing is important in price-promotion effects. Verbal reports from these interviews are used to name, describe, and present a taxonomy of bargain-hunting games. For example, the game “Wait” involves waiting for the price of a desired item to decrease, betting that the item will remain available; the game “Santa Claus” involves buying discounted items in order to give them away, thus stimulating conversation about the purchase. Implications are drawn for how everyday games are elicited and how they act to motivate consumers.
[ to cite ]:
Robert Schindler (2009) ,"Games Bargain Hunters Play: an Update", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 93-96.