Pay Less, Spend More: Consumers' Mental Accounting For Discounted Gift Cards

Gianluca Scheidegger, Thomas Rudolph, Marc Linzmajer, Severin Bischof

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstrakt

Building upon mental accounting, we introduce discounted gift cards (DGCs) to the pricing and promotion literature. In an experiment and field study, DGCs elicited higher spending and reduced subjective costs of consumers using it at the check-out. We explain these findings based on payment depreciation (Gourville & Soman, 1998).
OriginalsprogEngelsk
TitelProceedings of the Association for Consumer Research 2020
RedaktørerJennifer Argo, Tina M. Lowrey, Hope Jensen Schau
Antal sider1
UdgivelsesstedDuluth, MN
ForlagAssociation for Consumer Research
Publikationsdato2020
Sider648
ISBN (Trykt)9780915552818
StatusUdgivet - 2020
Begivenhed2020 ACR Virtual Conference: Can Brands be Sarcastic - Online, Paris, Frankrig
Varighed: 1 okt. 20204 okt. 2020
https://www.acrwebsite.org/web/acr-conference/welcome-new

Konference

Konference2020 ACR Virtual Conference
LokationOnline
Land/OmrådeFrankrig
ByParis
Periode01/10/202004/10/2020
Internetadresse
NavnAdvances in Consumer Research
Vol/bind48
ISSN0098-9258

Citationsformater