A fresh look at consumers' discounting of discounts in online and bricks-and-mortar shopping contexts

Monika Kukar-Kinney and Jeffrey R. Carlson

International Journal of Research in Marketing, 2015, vol. 32, issue 4, 442-444

Abstract: This research replicates Gupta and Cooper's (1992) study on consumers' discounting of discounts for different brand reputations in a bricks-and-mortar shopping channel and extends the investigation to an online environment. We determine that although discounting of discounts is on average stronger online, it has remained remarkably stable over time and across retail channels. Promotion thresholds are zero regardless of retail channel and brand reputation. Further, consumers perceive a discount to exist even without advertised promotions.

Keywords: Price promotions; Discounting; Retailing; Online buying (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:32:y:2015:i:4:p:442-444

DOI: 10.1016/j.ijresmar.2015.09.001

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