Sas (Un)Fairness

Sungchul Choi, University of Northern British Columbia, Canada
Mike Stanyer, University of Northern British Columbia, Canada
By revealing discounts at the point of purchase, a “Scratch and Save” (SAS) promotion employs gambling, ambiguity, and the inevitability of customers getting different discounts on the same item. This study explores how consumers approach (un)fairness in SAS, and how their (un)fairness judgments influence emotion, satisfaction, and post-purchase behavior.
[ to cite ]:
Sungchul Choi and Mike Stanyer (2011) ,"Sas (Un)Fairness", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.