The Effects of Stackable Discounts on Consumers’ Retail Price Image Perception

This paper examines the impact of stackable discounts on retailers’ price image. We compared stackable discounts to a single discount format in terms of the value perceived by consumers, and found that stackable discounts is superior in creating a more favorable retail image.



Citation:

Shan Feng and Jane Cai (2012) ,"The Effects of Stackable Discounts on Consumers’ Retail Price Image Perception ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1129-1129.

Authors

Shan Feng, William Paterson University, USA
Jane Cai, Independent, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.

Francesco Zanibellato, Ca' Foscari University, Venice, Italy

Read More

Featured

The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More

Featured

A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.