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
E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective
Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University
Rituals Enhance Self-Brand Connection: The Role of Time Perception
Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University
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