Sas (Un)Fairness

By revealing discounts at the point of purchase, a “Scratch and Save” (SAS) promotion employs gambling, ambiguity, and the inevitability of customers getting different discounts on the same item. This study explores how consumers approach (un)fairness in SAS, and how their (un)fairness judgments influence emotion, satisfaction, and post-purchase behavior.


Sungchul Choi and Mike Stanyer (2011) ,"Sas (Un)Fairness", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Sungchul Choi, University of Northern British Columbia, Canada
Mike Stanyer, University of Northern British Columbia, Canada


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

Read More


Rituals Enhance Self-Brand Connection: The Role of Time Perception

Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University

Read More


The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors

Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada

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.