Paying More to Save Less: the Effect of Conditional Promotion on Willingness to Pay

This study compares two conditional price promotions and show that “buy two items, get a discount on the cheaper item” induces higher willingness to pay for the second item than “buy two items, get a discount on both items”. The effect holds even when the latter promotion offers greater savings.



Citation:

YI LI and TATIANA SOKOLOVA (2015) ,"Paying More to Save Less: the Effect of Conditional Promotion on Willingness to Pay", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 326-326.

Authors

YI LI, HEC Paris, France
TATIANA SOKOLOVA, HEC Paris, France



Volume

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



Share Proceeding

Featured papers

See More

Featured

Rituals Enhance Self-Brand Connection: The Role of Time Perception

Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University

Read More

Featured

Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework

Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA

Read More

Featured

Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems

Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, 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.