Price Promotion For Emotional Impact

We propose that price promotions temporarily reduce consumers’ motivation to engage in effortful deliberation, which in turn tilts the relative weight of cognitive and affective processes in favor of the latter. Consequently, price promotion shifts choice towards affectively superior goods and causes valuations that are more polarized and scope insensitive.



Citation:

Aylin Aydinli and Marco Bertini (2013) ,"Price Promotion For Emotional Impact", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 172-172.

Authors

Aylin Aydinli, London Business School, UK
Marco Bertini, London Business School, UK



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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