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



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