Double Mental Discounting: When a Single Price Promotion Feels Twice as Nice

This research finds that when a single gain has strong associations with multiple costs, consumers often mentally deduct that gain from perceived costs multiple times. For example, with some price promotions (e.g., spend $200 now and receive a $50 gift card to spend in the future), consumers mentall...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing research 2018-04, Vol.55 (2), p.226-238
Hauptverfasser:	CHENG, ANDONG, CRYDER, CYNTHIA
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer spending Costs Impact analysis Marketing Sales promotions Studies
Online-Zugang:	Volltext
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