Economics at your fingertips  

The influence of regular price level (low, medium, or high) and framing of discount (monetary or percentage) on perceived attractiveness of discount amount

Aku-Ville Lehtimäki (), Kent B. Monroe () and Outi Somervuori ()
Additional contact information
Aku-Ville Lehtimäki: Aalto University School of Business
Kent B. Monroe: University of Illinois at Urbana-Champaign
Outi Somervuori: Aalto University School of Business

Journal of Revenue and Pricing Management, 2019, vol. 18, issue 1, 76-85

Abstract: Abstract Generally, discounting prices increases unit sales but decreases profit margins. If presenting a discount more attractively, will profits increase with sales? We tested discounts presented to customers in euros or percentages at three regular price levels (low, medium, or high). Store visitors were surveyed to determine the discount that would make a promoted product attractive to them. Results align with previous literature: the normal (or regular) price influences the discount attractiveness when the discount is presented in absolute (monetary) terms. However, percentage discounts were perceived similarly between price levels. The amount saved was not only considered: the discount attractiveness was also compared to some reference discount. Second: relative and absolute promotions’ references differ: the evaluations in absolute terms led to higher attractive discount levels.

Keywords: Pricing; Discount; Framing (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link) Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from

Access Statistics for this article

Journal of Revenue and Pricing Management is currently edited by Ian Yeoman

More articles in Journal of Revenue and Pricing Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

Page updated 2020-01-08
Handle: RePEc:pal:jorapm:v:18:y:2019:i:1:d:10.1057_s41272-018-0152-2