The expected benefit as determinant of deal-prone consumers' response to sales promotions

This study proposes that the responses of more and less deal-prone consumers to price discounts and premiums depend on the promotional benefit level. At low and moderate benefit levels, low deal-prone consumers show a higher evaluation for price discounts than for premiums but if the benefit is high, deal proneness does not bias the higher evaluation of price discounts. An experimental study shows that low deal-prone consumers are concerned with obtaining price discounts. Taken together, these findings suggest that consumers more concerned with obtaining promotions do not always prefer price discounts.

► High deal-prone consumers do not always respond more positively to price discounts.
► The effectiveness of price discounts and premiums is related with consumers' deal proneness.
► Deal-prone consumers process the promotional information depending on the expected benefit.