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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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