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dc.contributor.authorSheehan, Daniel
dc.contributor.authorHardesty, David M.
dc.contributor.authorZiegler, Alexandre H.
dc.contributor.authorChen, Haipeng (Allan)
dc.identifier.citationDaniel Sheehan, David M. Hardesty, Alexander H. Ziegler, Haipeng (Allan) Chen, Consumer reactions to price discounts across online shopping experiences, Journal of Retailing and Consumer Services, vol. 51, 2019, pp 129-138en_US
dc.descriptionClick on the DOI link to access the article (may not be free).en_US
dc.description.abstractConsumers generally encounter a multitude of price discounts during a single visit to a retailers’ website, yet past research has predominantly examined price discounts in a singular manner. We examine how the influence of a price discount's magnitude on consumer purchase intentions evolves during an online shopping trip. In doing so, we demonstrate that a price discount's magnitude is less predictive of consumers’ purchase intentions earlier, but it becomes more predictive later, during an online shopping trip. Thus, placing shallow price discounts early in a shopping visit may enhance the effectiveness of a firm's portfolio of price discounts.en_US
dc.relation.ispartofseriesJournal of Retailing and Consumer Services;v.51
dc.subjectIn-store decision-makingen_US
dc.subjectLatitude of acceptanceen_US
dc.subjectPrice discountsen_US
dc.subjectReference pointsen_US
dc.subjectShopper marketingen_US
dc.titleConsumer reactions to price discounts across online shopping experiencesen_US
dc.rights.holder© 2019 Elsevier Ltd. All rights reserved.en_US

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