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



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