A comparison of two types of price discounts in shifting consumers' attitudes and purchase intentions

Teng, Lefa

doi:10.1016/j.jbusres.2007.11.014

Cited by 75 publications

(63 citation statements)

References 30 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…This result appears to point to the disconnect between perceptual and behavioral intentions which has been noted in previous research (Teng 2009). The current research also provides a more nuanced understanding of the interaction between brand and retailer level cues and extends past research (e.g., Chen, Monroe, and Lou 1998) which has examined the effects of promotion type and discount levels.…”

Section: Discussionsupporting

confidence: 71%

Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation

Pacheco

Rahman

2014

The International Review of Retail, Distribution and Consumer R

View full text Add to dashboard Cite

This study uses a between-subjects experimental design to test the effect of two sales promotion formats (coupon versus markdown) with either high and low face values on consumer attitudes toward the deal, perceived product quality, and purchase intentions. The reputation of the retailer offering the deal is predicted to moderate the relationship between the promotional offer and consumer responses. Consumers perceive product quality to be higher when offered a high value coupon vs. markdown but there is no significant difference in perceived quality across promotion types when the promotion face value is low. When a deep price discount is offered by a retailer with a negative reputation, however, consumers have more favorable attitudes toward the deal and higher purchase intentions when provided with a markdown vs. coupon. Conversely, a high value coupon elicits more favorable evaluations than a markdown when the retailer has a positive reputation. When the value of the promotion is low and the retailer has a positive reputation, consumers have more positive deal attitudes and purchase intentions when offered a markdown vs. coupon. There is no significant difference in the effects of promotion type when the retailer has a negative reputation. The findings therefore establish retailer reputation as an important moderator of sales promotions effectiveness. This research is limited by the use of a single product category and a student sample. Process measures are also needed to validate the proposed theoretical conceptualization. The results provide managers insight into the type and value of the sales promotion to offer based on consumer perceptions of the retailer's reputation in the market.

show abstract

Section: Discussionsupporting

confidence: 71%

Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation

Pacheco

Rahman

2014

The International Review of Retail, Distribution and Consumer R

View full text Add to dashboard Cite

show abstract

“…Rreference prices utilize past prices as parts of the consumer's information set [23]. Price discounts not only offer economic benefits to consumers, but also increase their purchase intentions [44]. On the other hand, price discounts in C2C e-commerce compared with those in B2C e-commerce play a critical role in reducing reference prices.…”

Section: Research Modelmentioning

confidence: 99%

“…The perceived risk related to a purchase is a key determinant in consumer purchase decisions [18], [24]. Prior research has hypothesized that product price is related to the perceived risk [18], [37], [44]. Buyer's trust in the seller reduces the perceived risk in online transactions.…”

Section: Hypothesesmentioning

confidence: 99%

Roles of the Buyer´s Trust in Seller in Posted-Price Model of Consumer to Consumer E-Commerce

Joo

2015

J. theor. appl. electron. commer. res.

View full text Add to dashboard Cite

“…By contrast, while the price of a specific product or service is lowered below a particular threshold, customers will respond much more actively. In his article that explore the difference between two price discount strategies, Teng provided a comprehensive review of research investigating the impact of price discount on shoppers' perceived value and purchase intentions [6].…”

Section: Introductionmentioning

confidence: 99%

An Empirical Study for Revealing Online Shoppers’ Behavioral Reactions to Latent Pricing Mistakes

Hu¹

2012

IJIMT

View full text Add to dashboard Cite

Abstract-Online merchants mistakenly tag ultra-low prices on their products or services from time to time. It is difficult to completely avoid such kind of mistakes that usually result in monetary loss and other negative consequences. Fortunately, pricing mistakes in online stores could be revealed through tracking shoppers' abnormal reactions. Thus, in order to disclose latent pricing mistakes within their storefronts, online merchants must learn how shoppers respond to these pricing mistakes. Due to the significance of the issue and the lack of corresponding resolutions, the present work conducted an empirical investigation of online shoppers' behavioural responses when they encounter ultra-low price tags. The research findings not just profile how general online shoppers would respond under the particular circumstance, the implications also induce a set of data indicators that can practically aid online merchants in disclosing those adverse mistakes promptly.Index Terms-online merchant, pricing mistake, price sensitivity, shopper's behavior.

show abstract

A comparison of two types of price discounts in shifting consumers' attitudes and purchase intentions

Cited by 75 publications

References 30 publications

Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation

Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation

Roles of the Buyer´s Trust in Seller in Posted-Price Model of Consumer to Consumer E-Commerce

An Empirical Study for Revealing Online Shoppers’ Behavioral Reactions to Latent Pricing Mistakes

Contact Info

Product

Resources

About