Discount First Or Last?: Discount Framing and Intertemporal Preference For Periodic Payments
Should marketers place a discount in the first or last month? Despite the human nature to desire immediate rewards, framing discounts and regular payments as one flow (vs. discrete events) will make consumers prefer improving sequence and hence delayed discounts to immediate ones.
Mijin Kwon and Song Oh Yoon (2021) ,"Discount First Or Last?: Discount Framing and Intertemporal Preference For Periodic Payments", 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: 917-917.
Mijin Kwon, Korea University
Song Oh Yoon, Korea University
NA - Advances in Consumer Research Volume 49 | 2021
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