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



Share Proceeding

Featured papers

See More

Featured

The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA

Read More

Featured

O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude

Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School

Read More

Featured

When News Gets Personal: The Evolution of Content in the Successive Retelling of Events

Shiri Melumad, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Ani Nenkova, University of Pennsylvania, USA

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.