The effects of presentation formats and consumer cognitive styles on consumer’s discount preferences
Le Wang, Hang Liu, Shuohua Yun, Fang Cui, Kun Wang
Journal of Consumer Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-
This study aims to explore the underlying mechanism and boundary conditions of consumer’s preference on a multiple-percentage discount over an economically equivalent single discount.
The authors tested their predictions using two large-scale online experiments accompanied by a fully controlled laboratory experiment.
This study shows that the preference for a multiple-percentage discounts over an economically equivalent single-percentage discount is because consumers directly add the raw values of multiple-percentage discounts. The preference is less prominent if the percentage discounts are presented using round (vs non-round) numbers and is strengthened by experiential-thinking style.
This study examined consumer preferences between a single-percentage discount and an economic equivalent multiple-percentage discount. A promising research topic is exploring consumer preferences between multiple-percentage discounts.
Understanding how different presentation formats of the same price discount can lead to different evaluations enables managers and marketers to ensure a more effective promotional strategy.
This study extends literature on price-based promotions by demonstrating how consumers’ preferences for multiple discounts can be strengthened or weakened.
This study aims to explore the underlying mechanism and boundary conditions of consumer’s preference on a multiple-percentage discount over an economically equivalent single discount. The authors tested their predictions using two large-scale online experiments accompanied by a fully controlled laboratory experiment. This study shows that the preference for a multiple-percentage discounts over an economically equivalent single-percentage discount is because consumers directly add the raw values of multiple-percentage discounts. The preference is less prominent if the percentage discounts are presented using round (vs non-round) numbers and is strengthened by experiential-thinking style. This study examined consumer preferences between a single-percentage discount and an economic equivalent multiple-percentage discount. A promising research topic is exploring consumer preferences between multiple-percentage discounts. Understanding how different presentation formats of the same price discount can lead to different evaluations enables managers and marketers to ensure a more effective promotional strategy. This study extends literature on price-based promotions by demonstrating how consumers’ preferences for multiple discounts can be strengthened or weakened. Read More
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