The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image

We find that discounting luxury goods creates a lower price image for a retailer than discounting non-luxury offerings by the same amount. Findings highlight changes in consumers’ perceptions of the retailer’s brand personality: discounting luxury makes a retailer seem less competent, suggesting other prices might also be inappropriately low.


Karen Wallach, Ryan Hamilton, and morgan k ward (2018) ,"The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 831-832.


Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA


NA - Advances in Consumer Research Volume 46 | 2018

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