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.
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.
YI LI, HEC Paris, France
TATIANA SOKOLOVA, HEC Paris, France
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
C1. Promoting Subjective Preferences in Simple Choices During Sleep
Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University
L5. Understanding the components and effects of the Omnichannel Seamless Experience.
PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)
Contagion and Product Physicality A Study of Consumer Response to Recycled-Content Products
Qizhou Wang, University of Connecticut, USA
David Norton, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
William T. Ross, Jr., University of Connecticut, USA