کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
886577 913071 2009 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The Effects of Discount Location and Frame on Consumers’ Price Estimates
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
The Effects of Discount Location and Frame on Consumers’ Price Estimates
چکیده انگلیسی

A discount may be defined by the location in which, and frame by which, it is communicated. Discount framing, particularly the differences between cents-off and percentage-off discounts, has been widely studied. Discount location (e.g., proximate to or distal from regular price info) has received considerably less attention. We employ the proximity-compatibility principle and tenets of human memory to demonstrate that discount framing (cents-off, percentage-off, and revised price) and discount location (proximal, distal) interact to differentially affect both the immediate value and the persistence of consumers’ price estimates. The implications of these results for retailers and manufacturers are highlighted in the discussion.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing - Volume 85, Issue 3, September 2009, Pages 336–346
نویسندگان
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