"Relative Discount" Or "Absolute Discount"? the Effect of Matching Effect Between Discount Type and Purchase Type on Consumer Preference
This study explores the relationship between purchase types and discount types. We find that consumers who are in the material purchases, will prefer absolute discount promotion, while in the experiential purchases, they will prefer relative discount promotion. We also demonstrate the boundary condition of this effect is the evaluation modes.
Citation:
SHEN DUAN (2021) ,""Relative Discount" Or "Absolute Discount"? the Effect of Matching Effect Between Discount Type and Purchase Type on Consumer Preference", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 914-914.
Authors
SHEN DUAN, Ex Ordo
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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