Sales induced through price discounts relaying on discount depth. and so, firms and marketers use various tactics in their attempts to increase consumers’ perceptions of discount depth, however, double discounts are a new format to increase discount depth compared to a financially equivalent single discount. this study showed that double discounts e.g., (40 % followed by 25%) increase consumers’ response and discount depth perceptions compared to a financially equivalent single discount (55%) depending on discount depth and heuristic approaches. this study reveals the effects on consumers ’response with findings from this study, in addition to contributing to research on price promotions, behavioral pricing, and numeric processing, Finally, the paper concludes with a present implications, limitations, and directions for future research.
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In-Text Citation: (Dib & Alleil, 2022)
To Cite this Article: Dib, H., & Alleil, J. (2022). Single Discount Versus Double Discount: Errors in Processing Double Discount Percentage Changes. International Journal of Academic Research in Business and Social Sciences. 12(6), 588– 598.
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