Consequences of Perceiving Oneself as Responsible for Obtaining a Discount: Evidence for Smart‐Shopper Feelings

Abstract

The results of two studies, using different methods, converged to provide evidence for a noneconomic component to the affective consequences of a price promotion. Keeping constant the size of the discount, the consumer's perception of responsibility for obtaining a discount increased positive feelings. Perceived responsibility for a discount also increased the likelihood of behavioral consequences (repurchase and word‐of‐mouth communication about the product). These results are discussed in the context of better understanding the nature and implications of this noneconomic component of a price promotion's effects.