Influence of discount price announcements on consumer's behavior

Revista de Administração de Empresas

Giuliana Isabella²  Alexandre Ierulo Pozzani¹  Vinicios Anlee Chen¹  Murillo Buissa Perfi Gomes¹ 

[1] ,Universidade de São Paulo Faculdade de Economia, Administração e Contabilidade São Paulo SP ,Brazil

关键词: Purchase intent;    consumer behavior;    framing effect;    discount;    group purchasing website;    Intenção de compra;    comportamento do consumidor;    efeito de enquadramento;    desconto;    rede de compra coletiva;    Intención de compra;    comportamiento del consumidor;    efecto de encuadramiento;    descuento;    red de compra colectiva;   

DOI  :  10.1590/S0034-75902012000600007

来源: SciELO

【 摘 要 】

The theoretical framework that underpins this research study is based on the Prospect Theory formulated by Kahneman and Tversky, and Thaler's Mental Accounting Theory. The research aims to evaluate the consumers' behavior when different patterns of discount are offered (in percentage and absolute value and for larger and smaller discounts). Two experiments were conducted to explore these patterns of behavior and the results that were obtained supported the view that the framing effect was a common occurrence. The patterns of choice of individuals in a sample were found to be different due to changes in the ways discounts were offered. This can be explained by the various ways of presenting discount rates that had an impact on the influence of purchase intentions, recommendations and quality perception.

【 授权许可】

CC BY   
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