A Discount Added Is an Obstacle Created: the Impact of Multiple Discounts on Consumer Decisions

Based on numerical cognition, we conducted four experiments to explore the effect of multiple discounts and found that consumers preferred a single discount to multiple discounts. Cognitive fluency and perceived sincerity sequentially mediated the effect. Consumers concern for sales moderated the effect.



Citation:

Xin Wang, Chunqu Xiao, and Hong Zhu (2020) ,"A Discount Added Is an Obstacle Created: the Impact of Multiple Discounts on Consumer Decisions", 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: 1185-1185.

Authors

Xin Wang, Nanjing University, China
Chunqu Xiao, Nanjing University, China
Hong Zhu, Nanjing University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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