How Discount Price Negatively Influences Ethical Consumption

This research demonstrates that discount prices can have a negative impact on the purchase of ethical products—a boomerang effect. This effect is mediated by perceived product efficacy and is prevalent among ethically minded consumers. Further, this research demonstrates how additional information can mitigate the boomerang effect of discount price.



Citation:

Yuhosua Ryoo and Minette Drumwright (2017) ,"How Discount Price Negatively Influences Ethical Consumption ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 854-855.

Authors

Yuhosua Ryoo, University of Texas at Austin, USA
Minette Drumwright, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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