Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts
Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts
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DOI：
10.1509/jm.12.0408
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发表时间：
2015-03-01
影响因子：
12.9
通讯作者：
Wieseke, Jan
中科院分区：
文献类型：
--
作者：
Alavi, Sascha;Bornemann, Torsten;Wieseke, Jan
在价格折扣的背景下，一种特殊类型的价格促销最近受到了一些欢迎，其中节省取决于赌博的结果，因此是不确定的。问题是，这种投机性的价格折扣（gpd）是否会产生负面的参考价格效应——也就是说，客户的内部参考价格（IRP）向下移动——这通常与常规价格折扣（rpd）有关。包括两项纵向实地实验在内的多项研究发现，gpd确实缓解了负参考价格效应：gpd的irp和实际回购倾向于低于gpd和无折扣控制条件。此外，作者探讨了这些影响的心理基础，并表明，如果有关产品质量的信息有限，gpd与rpd对irp的不同影响更为明显。作者证明，研究结果对GPD折扣水平和获胜概率的变化具有鲁棒性。
In the context of price discounts, a special type of price promotion, in which savings depend on the outcome of a gamble and are thus uncertain, has recently achieved some popularity. The question arises as to whether such gambled price discounts (GPDs) incur the negative reference price effect-that is, a downward shift in customers' internal reference price (IRP)-which is often associated with regular price discounts (RPDs). From several studies, including two longitudinal field experiments, the authors find that GPDs indeed alleviate the negative reference price effect: IRPs and actual repurchasing tend to be lower for RPDs than for GPDs and a no-discount control condition. Moreover, the authors explore the psychological underpinnings of these effects and show that the different consequences of GPDs versus RPDs on IRPs are more pronounced if information regarding product quality is limited. The authors demonstrate that findings are robust to variations of GPD discount levels and the probability of winning.