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

The Effects of Breadth of Product Categories on Budgeting

An Tran, University of La Verne
John Lynch, University of Colorado, USA

Read More

Featured

When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect

Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA

Read More

Featured

Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges

Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA

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.