Any Item, Only $10! When and Why Same-Price Promotions Can Reduce Regret and the Pain of Paying

Price promotions characterized by an assortment of products reduced to the same price can decrease the pain of paying and consequently anticipated regret. This effect is reversed when signals question the assortment’s attractiveness, such as “remaining stock” labels, or the promotion’s attractiveness, such as when no original prices are disclosed.



Citation:

Shirin Gatter and Verena Hüttl-Maack (2020) ,"Any Item, Only $10! When and Why Same-Price Promotions Can Reduce Regret and the Pain of Paying", 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: 357-358.

Authors

Shirin Gatter, University of Hohenheim
Verena Hüttl-Maack, University of Hohenheim, Germany



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal

Marwa Gad Mohsen, Babson College, USA

Read More

Featured

The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success

Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA

Read More

Featured

E8. Perceptions of Out-Group Members: The Effects of Language Abstraction

Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.