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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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