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

Mariola Palazon and Elena Delgado-Ballester

Journal of Retailing and Consumer Services, 2011, vol. 18, issue 6, 542-547

Abstract: 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.

Keywords: Deal proneness; Price discounts; Premiums (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:18:y:2011:i:6:p:542-547

DOI: 10.1016/j.jretconser.2011.07.004

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