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.
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.
Andong Cheng, University of Delaware, USA
Ernest Baskin, St. Joseph’s University, USA
E - European Advances in Consumer Research Volume 11 | 2018
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