Avoiding a Discount to Pay the Full Price: Contingent Promotions Backfire When Redemption Is Unlikely

Price promotions can boost the transaction-utility of purchases, but the opposite occurs when consumers see, yet cannot take advantage of, these promotions. Consequently, channels offering contingent price promotions can lose consumers to channels that don’t offer price promotions, a process mediated by transaction-utility.


Andong Cheng and Ashley Stadler Blank (2019) ,"Avoiding a Discount to Pay the Full Price: Contingent Promotions Backfire When Redemption Is Unlikely", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 164-168.


Andong Cheng, University of Delaware, USA
Ashley Stadler Blank, Xavier University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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