Irresistible Discount:Physiological Evidence That Deals Are Inherently More Arousing For Interdependents!

This research provides evidence to show that deals elicit a deeper physiological reaction among interdependents (vs. Independents). This effect is driven by interdependents’ (vs. independents) belief in the impermanence of things in life. This urges them to immediately chance upon a good deal, manifesting in greater arousal.


Sharon Ng, Mehak Bharti, and Goh Kim Huat (2019) ,"Irresistible Discount:Physiological Evidence That Deals Are Inherently More Arousing For Interdependents!", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 782-783.


Sharon Ng, Nanyang Technological University, Singapore
Mehak Bharti, Nanyang Technological University, Singapore
Goh Kim Huat, Nanyang Technological University, Singapore


NA - Advances in Consumer Research Volume 47 | 2019

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