Show Me the Money! What Consumer Prefers in a Discount Promotion
The purpose of this study was to investigate differences between percentage-off and cents-off under high and low involvement processes. An experiment was conducted using the following parameters: 2 (high-low involvement) x 2 (cents-percentage). The results suggest that cents-off works better under high involvement, while low involvement revealed no significant difference.
Eva González, Eduardo Esteva, and Dhruv Grewal (2014) ,"Show Me the Money! What Consumer Prefers in a Discount Promotion", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 78-78.
Eva González, Tecnológico de Monterrey, México
Eduardo Esteva, Tecnológico de Monterrey, México
Dhruv Grewal, Babson College
LA - Latin American Advances in Consumer Research Volume 3 | 2014
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