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Double Mental Discounting

Double Mental Discounting : When a Single Price Promotion Feels Twice as Nice

 Cheng, Andong
 2018.
 p. 226-238.
Financial decision making,Mental accounting,Price promotionsPricing,Coupling,
Tác giả CN Cheng, Andong
Nhan đề Double Mental Discounting: When a Single Price Promotion Feels Twice as Nice / Andong Cheng, Cynthia Cryder
Thông tin xuất bản 2018.
Mô tả vật lý p. 226-238.
Tóm tắt This research finds that when a single gain has strong associations with multiple costs, consumers often mentally deduct that gain from perceived costs multiple times. For example, with some price promotions (e.g., spend $200 now and receive a $50 gift card to spend in the future), consumers mentally deduct the value of the price promotion from the cost of the first purchase when they receive the promotion, as well as from the cost of the second purchase when they use the promotion. Multiple mental deductions based on a single gain result in consumers’ perceptions that their costs are lower than they actually are, which can trigger higher expenditures. This mental accounting phenomenon, referred to as “double mental discounting,” is driven by the extent to which gains feel associated, or coupled, with multiple purchases. This article also documents methods to decouple promotional gains from purchases, thus mitigating double mental discounting.
Từ khóa tự do Financial decision making,
Từ khóa tự do Mental accounting,
Từ khóa tự do Price promotions
Từ khóa tự do Pricing,
Từ khóa tự do Coupling,
Tác giả(bs) CN Cryder, Cynthia
Nguồn trích Journal of Marketing Research: (April 2018)- Vol. 55, No. 2
MARC
Hiển thị đầy đủ trường & trường con
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245[1 0] |a Double Mental Discounting: |b When a Single Price Promotion Feels Twice as Nice / |c Andong Cheng, Cynthia Cryder
260[ ] |c 2018.
300[ ] |a p. 226-238.
520[ ] |a This research finds that when a single gain has strong associations with multiple costs, consumers often mentally deduct that gain from perceived costs multiple times. For example, with some price promotions (e.g., spend $200 now and receive a $50 gift card to spend in the future), consumers mentally deduct the value of the price promotion from the cost of the first purchase when they receive the promotion, as well as from the cost of the second purchase when they use the promotion. Multiple mental deductions based on a single gain result in consumers’ perceptions that their costs are lower than they actually are, which can trigger higher expenditures. This mental accounting phenomenon, referred to as “double mental discounting,” is driven by the extent to which gains feel associated, or coupled, with multiple purchases. This article also documents methods to decouple promotional gains from purchases, thus mitigating double mental discounting.
653[ ] |a Financial decision making,
653[ ] |a Mental accounting,
653[ ] |a Price promotions
653[ ] |a Pricing,
653[0 ] |a Coupling,
700[ ] |a Cryder, Cynthia
773[ ] |t Journal of Marketing Research: (April 2018) |g Vol. 55, No. 2
890[ ] |a 0 |b 0 |c 0 |d 0