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.
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.
Xin Wang, Nanjing University, China
Chunqu Xiao, Nanjing University, China
Hong Zhu, Nanjing University, China
NA - Advances in Consumer Research Volume 48 | 2020
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