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.
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.
Andong Cheng, University of Delaware, USA
Ernest Baskin, Yale University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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