The Effect of Price Discounts and Quantity Restrictions on Consumption Enjoyment

Two experimental studies investigate the joint effect of price discounts and quantity restriction on consumption enjoyment. Findings suggest that price promotion can either enhance or dampen consumption enjoyment of the promoted product, depending on the form of quantity restriction (quantity ceiling vs. quantity flooring).


Zhenfeng Ma and Guanfu Wang (2012) ,"The Effect of Price Discounts and Quantity Restrictions on Consumption Enjoyment", 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.


Zhenfeng Ma, Wilfrid Laurier University, Canada
Guanfu Wang, University of International Business and Economics, China


NA - Advances in Consumer Research Volume 40 | 2012

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