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.



Citation:

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.

Authors

Daniel Villanova, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA – Ghent University, Belgium



Volume

E - European Advances in Consumer Research Volume 11 | 2018



Share Proceeding

Featured papers

See More

Featured

J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada

Read More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA

Read More

Featured

Conjuring Creativity: The Impact of Fear

Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, 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.