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 MoreFeatured
The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image
Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA
Featured
Let's Get Together and Make a Difference: Experiencing a Community in Donation-Based Crowdfunding
Danit Ein-Gar, Tel Aviv University, Israel
Featured
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products