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Article: Final Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products

TitleFinal Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products
Authors
Issue Date6-Jul-2023
PublisherOxford University Press
Citation
Journal of Consumer Research, 2023 How to Cite?
Abstract

Price reductions take either an integrated form (e.g., a discount shown directly on the price tag) or a non-integrated form (e.g., a discount contained in a coupon sent to consumers and thus separate from the price tag). This research examines how non-integrated versus integrated promotions influence choices among vertically differentiated products. Under an integrated promotion (e.g., $10) applicable to multiple products (e.g., original list prices: $50 vs. $30), consumers directly compare these products’ post-promotion final prices displayed on their price tags (after a reduction of $10: $40 vs. $20). In contrast, under a non-integrated promotion of the same monetary value, consumers simply compare these products’ original list prices ($50 vs. $30) and neglect their post-promotion final prices, which require calculations. The list prices ($50 vs. $30; relative to the final prices: $40 vs. $20) as a basis for price comparison reduce the perceived price difference between these products. Consequently, a non-integrated promotion (compared to an integrated promotion) increases consumers’ choice of higher-priced products. A series of experiments (N = 5,188) demonstrate this effect and support the final price neglect mechanism. Furthermore, although attenuated, this effect still emerges for price reductions of a smaller magnitude or in a percent-off format.


Persistent Identifierhttp://hdl.handle.net/10722/330991
ISSN
2023 Impact Factor: 5.7
2023 SCImago Journal Rankings: 5.428

 

DC FieldValueLanguage
dc.contributor.authorJia, He-
dc.contributor.authorHuang, Yunhui-
dc.contributor.authorZhang, Qiang-
dc.contributor.authorShi, Zhengyu-
dc.contributor.authorZhang, Ke-
dc.date.accessioned2023-09-21T06:51:49Z-
dc.date.available2023-09-21T06:51:49Z-
dc.date.issued2023-07-06-
dc.identifier.citationJournal of Consumer Research, 2023-
dc.identifier.issn0093-5301-
dc.identifier.urihttp://hdl.handle.net/10722/330991-
dc.description.abstract<p>Price reductions take either an integrated form (e.g., a discount shown directly on the price tag) or a non-integrated form (e.g., a discount contained in a coupon sent to consumers and thus separate from the price tag). This research examines how non-integrated versus integrated promotions influence choices among vertically differentiated products. Under an integrated promotion (e.g., $10) applicable to multiple products (e.g., original list prices: $50 vs. $30), consumers directly compare these products’ post-promotion final prices displayed on their price tags (after a reduction of $10: $40 vs. $20). In contrast, under a non-integrated promotion of the same monetary value, consumers simply compare these products’ original list prices ($50 vs. $30) and neglect their post-promotion final prices, which require calculations. The list prices ($50 vs. $30; relative to the final prices: $40 vs. $20) as a basis for price comparison reduce the perceived price difference between these products. Consequently, a non-integrated promotion (compared to an integrated promotion) increases consumers’ choice of higher-priced products. A series of experiments (N = 5,188) demonstrate this effect and support the final price neglect mechanism. Furthermore, although attenuated, this effect still emerges for price reductions of a smaller magnitude or in a percent-off format.<br></p>-
dc.languageeng-
dc.publisherOxford University Press-
dc.relation.ispartofJournal of Consumer Research-
dc.titleFinal Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products-
dc.typeArticle-
dc.identifier.doi10.1093/jcr/ucad045-
dc.identifier.eissn1537-5277-
dc.identifier.issnl0093-5301-

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