Boomerang Effects of Low Price Discounts

The authors show that providing a low price discount (vs. none) can lower purchase intentions and incidences under certain conditions-when discounts are low and purchase volume is small. This effect disappears when purchase volumes are large, consumers weight all attributes equally.



Citation:

Fengyan Cai, Rajesh Bagchi, and Dinesh Gauri (2015) ,"Boomerang Effects of Low Price Discounts", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 318-318.

Authors

Fengyan Cai, Shanghai Jiao Tong University, China
Rajesh Bagchi, Virginia Tech, USA
Dinesh Gauri, Syracuse University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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