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Type: Journal article
Title: Discounts and consumer search behavior: the role of framing
Author: Bayer, R.C.
Ke, C.
Citation: Journal of Economic Psychology, 2013; 39:215-224
Publisher: Elsevier Science BV
Issue Date: 2013
ISSN: 0167-4870
Statement of
Ralph-C. Bayer, Changxia Ke
Abstract: This paper studies the pure framing effect of price discounts, focusing on its impact on consumer search behavior. In a simple two-shop search experiment, we compare search behavior in base treatments (where both shops post net prices without discounts) to discount treatments (where either the first shop or the second shop posts gross prices with separate discount offers, keeping the net prices constant). Although the objective search problems are identical across treatments, subjects search less in discount frames, irrespective where the discount is offered. There is evidence showing that subjects only base their decisions on salient characteristics of the situation rather than on the objective price information. © 2013 Elsevier B.V.
Keywords: Consumer search
Price framing
Price discounts
Rights: Copyright © 2013 Elsevier B.V. All rights reserved.
DOI: 10.1016/j.joep.2013.08.003
Appears in Collections:Aurora harvest
Economics publications

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