Accounting For Gains From Discounted Credit

We introduce the “discounted credit”, vouchers purchased at a price lower than its tender value, and explore how consumers feel about costs of purchases when they spend discounted credit. Consumers making purchases with a single discounted credit do not mentally apply savings derived from their credit towards redeemed purchases evenly.



Citation:

Andong Cheng and Ernest Baskin (2018) ,"Accounting For Gains From Discounted Credit", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 509-509.

Authors

Andong Cheng, University of Delaware, USA
Ernest Baskin, Yale University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More

Featured

“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions

Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA

Read More

Featured

A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

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.