The Appeal of Deals: Are Discounts Money Saved Or Quality Gained?
Marketers often offer discounts by providing both initial and sale prices to consumers. The traditional explanation for the success of these deals has been the utility derived from the feeling of saving money, but we argue and show that perceived gains in quality are largely responsible for their appeal.
Daniel Villanova and Mario Pandelaere (2018) ,"The Appeal of Deals: Are Discounts Money Saved Or Quality Gained?", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 240-241.
Daniel Villanova, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA – Ghent University, Belgium
E - European Advances in Consumer Research Volume 11 | 2018
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