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
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
Effects of Affective Language on Perceived Helpfulness of Online Reviews
Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France
B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust
Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University