10-I: Do Deals Really Help Save Money: Deal Salience Results in Increased Consumer Spending

Consumers have the lay belief that looking for deals helps in saving money. In this paper, over a series of 4 experiments, we test this lay belief and find results that indicate to the contrary. We find that deal salience decreases self-control and increases consumer spending.



Citation:

Sudipta Mukherjee and Mario Pandelaere (2017) ,"10-I: Do Deals Really Help Save Money: Deal Salience Results in Increased Consumer Spending", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1050-1050.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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