Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts
نویسندگان
چکیده
منابع مشابه
Motivating Discounts: Price-Motivated Reasoning
The behavioral implications of relatively low prices and of discounts have been viewed from two opposing perspectives. From an attribution perspective, a large discount signals low quality and decreases the overall appeal of the product, but from a motivational account, a large discount seems attractive and increases the overall appeal of the product. We demonstrate the existence of both accoun...
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ژورنال
عنوان ژورنال: Journal of Marketing
سال: 2015
ISSN: 0022-2429,1547-7185
DOI: 10.1509/jm.12.0408