Price Promotions Are Inherently More Arousing for Interdependents

The ubiquity of promotions and price discounts has prompted much research to understand how consumers respond deals. In this research, we present an affective perspective for why some may be more deal prone than others. Specifically, propose that interdependents (vs. independents), chancing upon a leads heightened arousal greater purchase intention the discounted product. We further effect arises because independents) are likely possess comparative mindset. Findings from five studies provide converging evidence support our propositions. Across studies, adopt different operationalizations self-construal (via country, cultural prime, scale prime), measures (skin conductance self-report measures) use product categories. show when mindset is made salient independents interdependents, observed dissipates.