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
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