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
Share Proceeding
Featured papers
See MoreFeatured
How Numeric Roundness Influences Probability Perceptions
Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA
Featured
Family Consumption Experiences Across Generations
Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA
Featured
A Conceptual Framework of Violation of Trust and Negative Emotional Responses during Brand Transgressions
Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras