Double Mental Discounting: How a Single Promotional Rebate Feels Twice As Nice

When receiving a promotional rebate, consumers “double discount” that rebate, mentally posting the rebate rewards to both the Time 1 purchase when they received the rebate and the Time 2 purchase when they use the rebate. Ease of payment coupling plays a key role in double discounting.


Andong Cheng and Cynthia Cryder (2015) ,"Double Mental Discounting: How a Single Promotional Rebate Feels Twice As Nice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 486-487.


Andong Cheng, Pennsylvania State University, USA
Cynthia Cryder, Washington University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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