Children’S Conceptualizations of Sales

It is not entirely clear what children understand the phrase “on sale” to mean, and what specific implications they believe a sale has for shopping decisions. Our research examines these questions, first through a series of exploratory studies that help us to understand the different ways that children conceptualize a “sale,” and then through a series of experiments where we test the effects of various means by which “on sale” is communicated. While we find that there is generally a great deal of variation in children’s sale knowledge, and that some semantic and numeric cues used to convey an item’s sale status have the potential to create confusion for children, we also find some surprisingly sophisticated reasoning about what a sale is, why a store would have one, and what it means for consumers.


Wendy Attaya Boland and Lance-Michael Erickson (2007) ,"Children’S Conceptualizations of Sales", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 566.


Wendy Attaya Boland, University of Arizona, USA
Lance-Michael Erickson, University of Arizona, USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Assuming Ordinality: Best-to-Worst Inferences in Vertical Lists

Mathew S. Isaac, Seattle University
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More


Gossip: How The Relationship With the Source Shapes the Retransmission of Personal Content

Gaia Giambastiani, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Joseph Nunes, University of Southern California, USA

Read More


O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

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.