The Moderating Effect of Regulatory Focus on Consumer Preferences For Price Discounts and Bonus Packs

Prior research has identified that a bonus pack is preferred over a price discount. This preference does not hold for prevention-oriented consumers who prefer a price discount, but promotion-oriented consumers prefer a bonus pack. We attribute this effect to the regulatory fit between a promotion offer and consumers’ regulatory orientation.



Citation:

Jun Yao, Di Wang, and Brett A.S. Martin (2020) ,"The Moderating Effect of Regulatory Focus on Consumer Preferences For Price Discounts and Bonus Packs", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 801-802.

Authors

Jun Yao, Macquarie University, Australia
Di Wang, Queensland University of Technology, Australia
Brett A.S. Martin, Queensland University of Technology, Australia



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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