This paper aimed to investigate the effects of price promotion framing messages (single discount Vs multiple discount) on attitude toward the offer and purchase intention. Experimental design is conducted, the experiment results demonstrated that multiple discount has a greater influence on consumer attitude toward the offer and Purchase Intention than single discounts over an economically equivalent. This finding offers potential for finding better ways for sellers or managers to present discounts in market. Finally, this paper conclusion a presents implications, limitations, and directions for future research.
Ajzen, I. (1991). “The Theory of Planned Behavior”. Organizational behaviour and human decision processes. Vol 50.179-211.
Bendall-lyon, D., Powers, T. L. (2004).” The impact of structure and process attributes on satisfaction and behavioural intentions”. Journal of Services Marketing, Vol. 18 Issue 2, p114-121. 8p.
Biswas, A., Bhowmik, S., Guha, A., Grewal, D. (2013). “consumer Evaluations of Sale Prices: Role of the Subtraction Principle”. Journal of Marketing. Jul 2013, Vol.77 Issue 4, P49-66.18P.
Chen, S. F. S., Monroe, K. B. & Lou, Y. C. (1998). “The Effects of Framing Price Promotion Messages on Consumers' Perceptions and Purchase Intentions”. Journal of Retailing, 74 (3), 353-372.
Chen, H. & Rao, A. R. (2007). “When Two Plus Two Is Not Equal to Four: Errors in Processing Multiple Percentage Changes”. Journal of Consumer Research, Vol. 34 Issue 3, p327-340. 14p.
Chen, H. A., Marmorstein, H., Tsiros, M. & Rao, A. R. (2012). “When more is less: The impact of base value neglect on consumer preferences for bonus packs over price discounts”. Journal of Marketing. Vol. 76 Issue 4, p64-77. 14p.
Cacioppo, J. T. & Petty, R. E. (1982). “The Need for Cognition”. Journal of personality and Social Psychology, Vol.42 issue 1, P 116–31.
Chaiken, S. (1980). “Heuristic Versus Systematic Processing and the Use of Source Vs. Message Cues in Persuasion”. Journal of Personality and Social Psychology, Vol. 66 Issue 3, p460-473.
Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). “Effects of price, brand, and store information on buyers' product evaluations”. Journal of Marketing Research, Vol. 28 Issue 3, p307-319. 13p.
Eysenck, M. W. & Calvo, M. G. (1992). “Anxiety and performance: The processing efficiency theory”. Cognition & Emotion, Vol.6, P409-434.
Grewal, D., Monroe, K. B. & Krishnan, R. (1998). “The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions”. Journal of Marketing. Vol. 62 Issue 2, p46-59. 14p.
Grewal, D., Gotlieb, J., Howard, M. (1994). “The Moderating Effects of Message Framing and Source Credibility on the Price-Perceived Risk Relationship”. Journal of Consumer Research, Vol. 21 Issue 1, p145-153. 9p.
Kotler, P., Wong. F, Saunders. J, Armstrong, G. (2005). Principles of Marketing. 4th European Edition.
Kardes, R. F., Cronley, L. M. & Cline, W. T. (2011). Consumer Behavior.South-Western, Cengage Learning.
Krishna, A., Briesch, R. Lehmann, D. R. & Yuan, H. (2002). “A Meta-Analysis of the Impact of Price Presentation on Perceived Savings”. Journal of Retailing, 78 (2), 101-18.
Kim, H. M. & Kramer, T. (2006). “Pay 80%" Versus "Get 20% Off": The Effect of Novel Discount Presentation on Consumers' Deal Perceptions”. Marketing Letters, Vol. 17 Issue 4, p311-321. 11p.
Kahneman, D. & Tversky, A. (1984). “Choice, Value and Frame”. American Psychologist Vol. 39, No 4, P341-350.
Lichtenstein, D. R., Ridgway, N. M. & Netemeyer, R. G. (1993). “Price Perceptions and Consumer Shopping Behavior: A Field study”. Journal of Marketing Research, Vol. 30 Issue 2, p234-245. 12p.
Lee, J. E. & Chen-Yu, J. H. (2018).” Effects of price discount on consumers’ perceptions of savings, quality, and value for apparel products: mediating effect of price discount affect”. Fashion and Textiles, Springer.
Miller, R. K. & Washington, K. (2017, P218)," Consumer Behavier",12th Edition.
Suri, R. & Monroe, K. B. (2003).” The Effects of Time Constraints on Consumers’ Judgments of Prices and Products”. Journal of Consumer Research, Vol.30 issue 1, p92–104.13P.
Thomas, M. & Morwitz, V. G. (2009). “The Ease-of-Computation Effect: The Interplay of Metacognitive Experiences and Naive Theories in Judgments of Price Differences”. Journal of Marketing Research, Vol. 46 Issue 1, p81-91. 11p.
Thomas, M. & Morwitz, V. G. (2005). “Penny Wise and Pound Foolish: The Left-Digit Effect in Price Cognition”. Journal of Consumer Research, 32 (June), 54–64.
Thomas, M., Simon, D. H. &
In-Text Citation: (Ammar & Alleil, 2019)
To Cite this Article: Ammar, N., & Alleil, J. (2019). When 25% Off Plus 20% off is Equal to 40% Off: Multiple-Discount Promotions are Preferred to Single-Discount Promotions. International Journal of Academic Research Business and Social Sciences, 9(6), 69–79.
Copyright: © 2019 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
