18A Price Promotion: How the Presentation of Price Drop Affects Purchase Intention

Marketers often highlight price promotion by crossing out the old price (e.g., was: $76.99, now: $44.99). We examined (1) whether this simple strikethrough on the old price affects purchase intention; (2) if yes, the direction of effect; and (3) whether this effect holds for both utilitarian product and hedonic product.



Citation:

Mengmeng Liu and Jessica Y. Y. Kwong (2019) ,"18A Price Promotion: How the Presentation of Price Drop Affects Purchase Intention", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 982-982.

Authors

Mengmeng Liu, Chinese University of Hong Kong, China
Jessica Y. Y. Kwong, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Featured

Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources

Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA

Read More

Featured

The Role of Expectations About Changes in Wealth in Discounting Decisions

Abigail Sussman, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Shweta Desiraju, University of Chicago, 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.