Abstract
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).
Original language | English |
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Title of host publication | Proceedings of the Association for Consumer Research 2020 |
Editors | Jennifer Argo, Tina M. Lowrey, Hope Jensen Schau |
Number of pages | 1 |
Place of Publication | Duluth, MN |
Publisher | Association for Consumer Research |
Publication date | 2020 |
Pages | 648 |
ISBN (Print) | 9780915552818 |
Publication status | Published - 2020 |
Event | 2020 ACR Virtual Conference: Can Brands be Sarcastic - Online, Paris, France Duration: 1 Oct 2020 → 4 Oct 2020 https://www.acrwebsite.org/web/acr-conference/welcome-new |
Conference
Conference | 2020 ACR Virtual Conference |
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Location | Online |
Country/Territory | France |
City | Paris |
Period | 01/10/2020 → 04/10/2020 |
Internet address |
Series | Advances in Consumer Research |
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Volume | 48 |
ISSN | 0098-9258 |