What Influence Do Good and Bad News Have on Us? Silver-Lining Principle

Sebastian Oetzel () and Andreas Luppold ()
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Sebastian Oetzel: Hochschule Fulda – University of Applied Sciences

Chapter Chapter 31 in 33 Phenomena of Purchasing Decisions, 2024, pp 171-175 from Springer

Abstract: Abstract This chapter introduces the Prospect Theory, demonstrates that buyers evaluate the outcomes of purchasing decisions relative to a reference point and distinguish between gains and losses, with losses being weighted more heavily, applies the Prospect Theory to the marketing context in relation to price promotions, introduces the Silver-Lining Principle, and derives recommendations for the design of marketing measures from it.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44799-1_31

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DOI: 10.1007/978-3-658-44799-1_31

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