19-A: the Interactive Effect of Type and Framing of Discounts on Consumers’ Preference

This article investigates consumers’ preference for probabilistic versus sure discounts across two frames, the amount of discount frame and the reduced price frame. We show that consumers’ preference between the sure and probabilistic discounts can reverse, depending on the type of frame used to present the discount.


Amin Attari, Promothesh Chatterjee, and Surendra Singh (2017) ,"19-A: the Interactive Effect of Type and Framing of Discounts on Consumers’ Preference", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1013-1013.


Amin Attari, University of Kansas, USA
Promothesh Chatterjee, University of Kansas, USA
Surendra Singh, University of Kansas, USA


NA - Advances in Consumer Research Volume 45 | 2017

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