Consumers Expect Favorable Evaluations and Generate More Wom When Buying on Deal

Across 6 studies, we find consumers generate more word of mouth for purchases made on deal than at full-price. This emerged for a variety of products, at a range of prices ($30 to $3000), and was mediated by the extent to which consumers expected others to view them as competent.



Citation:

Kaitlin Woolley, Jane L. Risen, and Ann L. McGill (2015) ,"Consumers Expect Favorable Evaluations and Generate More Wom When Buying on Deal", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research.

Authors

Kaitlin Woolley, University of Chicago, USA
Jane L. Risen, University of Chicago, USA
Ann L. McGill, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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