Accounting For Gains From Discounted Credit

We introduce the “discounted credit”, store credit purchased at a price lower than its tender value, and explore how consumers process its derived savings. Findings suggest consumers who make multiple purchases with a single discounted credit do not mentally apply the savings derived from their credit towards redeemed purchases evenly.



Citation:

Andong Cheng and Ernest Baskin (2018) ,"Accounting For Gains From Discounted Credit ", 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: 243-244.

Authors

Andong Cheng, University of Delaware, USA
Ernest Baskin, St. Joseph’s University, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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