Do Deals Really Help Save: Deal Salience and Increased Consumer Spending

Consumers have the lay belief that looking for deals helps in saving money. In this paper, we find that deal salience decreases self-control and increases consumer spending. Further, we get the surprising result that deal salience has a greater influence on the spending behavior of tightwads than spendthrifts.


Sudipta Mukherjee, Mario Pandelaere, and Daniel Villanova (2016) ,"Do Deals Really Help Save: Deal Salience and Increased Consumer Spending", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 750-750.


Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA
Daniel Villanova, Virginia Tech, USA


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study

Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, USA

Read More


Market Structure and Firm Engagement in Divisive Political Issues

Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA

Read More


Felt Status, Social Contagion, and Consumer Word-of-Mouth in Preferential Treatment Contexts

Brent McFerran, Simon Fraser University, Canada
Jennifer Argo, University of Alberta, Canada

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.