The vices and virtues of consumption choices: price promotion and consumer decision making

Ji Yan (), Kun Tian, Saeed Heravi () and Peter Morgan ()
Additional contact information
Ji Yan: Durham University
Saeed Heravi: Cardiff University
Peter Morgan: Cardiff University

Marketing Letters, 2017, vol. 28, issue 3, No 11, 475 pages

Abstract: Abstract As consumers exhibit relatively more self-control over healthy products by limiting the purchase quantity of vice choices and buying more virtue choices to adhere to healthy-eating goals, a price promotion has a stronger effect on virtue than vice choices of healthy food. In contrast, consumers exhibit relatively less self-control over unhealthy products and evaluate price promotions as a persuasive temptation mechanism; thus, a price promotion has a stronger effect on vice than virtue choices of unhealthy food. The results of the empirical analyses provide support for these hypotheses.

Keywords: Price promotion; Relative virtue; Relative vice (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s11002-017-9421-x

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