Unanticipated Emotional Benefits of Price Promotions
We find that consumers underestimate the emotional benefits of price promotions. In field and laboratory experiments, we compared the forecasted and experienced impact of price promotions on the consumption utility of goods. Whereas promotion level linearly increased consumption utility in experience, forecasts of consumption utility were insensitive to promotion level.
Citation:
Chang-Yuan Lee, Eva C Buechel, and Carey K. Morewedge (2019) ,"Unanticipated Emotional Benefits of Price Promotions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 723-725.
Authors
Chang-Yuan Lee, Boston University, USA
Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making
Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium
Featured
Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection
Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Featured
Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior
Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA