TY - JOUR
T1 - Consumer reactions to price discounts across online shopping experiences
AU - Sheehan, Daniel
AU - Hardesty, David M.
AU - Ziegler, Alexander H.
AU - Chen, Haipeng (Allan)
N1 - Publisher Copyright:
© 2019 Elsevier Ltd
PY - 2019/11
Y1 - 2019/11
N2 - Consumers generally encounter a multitude of price discounts during a single visit to a retailers’ website, yet past research has predominantly examined price discounts in a singular manner. We examine how the influence of a price discount's magnitude on consumer purchase intentions evolves during an online shopping trip. In doing so, we demonstrate that a price discount's magnitude is less predictive of consumers’ purchase intentions earlier, but it becomes more predictive later, during an online shopping trip. Thus, placing shallow price discounts early in a shopping visit may enhance the effectiveness of a firm's portfolio of price discounts.
AB - Consumers generally encounter a multitude of price discounts during a single visit to a retailers’ website, yet past research has predominantly examined price discounts in a singular manner. We examine how the influence of a price discount's magnitude on consumer purchase intentions evolves during an online shopping trip. In doing so, we demonstrate that a price discount's magnitude is less predictive of consumers’ purchase intentions earlier, but it becomes more predictive later, during an online shopping trip. Thus, placing shallow price discounts early in a shopping visit may enhance the effectiveness of a firm's portfolio of price discounts.
KW - In-store decision-making
KW - Latitude of acceptance
KW - Price discounts
KW - Reference points
KW - Shopper marketing
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U2 - 10.1016/j.jretconser.2019.06.001
DO - 10.1016/j.jretconser.2019.06.001
M3 - Article
AN - SCOPUS:85067070989
SN - 0969-6989
VL - 51
SP - 129
EP - 138
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
ER -