Cents or Percent? The Effects of Promotion Framing on Price Expectations and Choice

By Devon DelVecchio, H. Krishnan, Daniel C. Smith. 2007

255 citations recorded by the source corpus.

Subfields: Economics and Econometrics, General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/c38ad5140b420ced34667ba7718685a257d87ea6

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Economics and Econometrics

1. Marco Bertini
2. Anja Lambrecht
3. Aylin Aydinli

In General Decision Sciences

1. Marco Bertini
2. Anja Lambrecht
3. Aylin Aydinli

In Marketing

1. Aylin Aydinli
2. Marco Bertini
3. Anja Lambrecht

Citations in the corpus

• Price Promotion for Emotional Impact (2014, background): “However, research has suggested that consumers find it easier to process the former (DelVecchio, Krishnan, and Smith 2007), and this effect may be more pronounced in the context of daily deals because consumers encounter many offers at any given time.”
• When more is Less: The Impact of Base Value Neglect on Consumer Preferences for Bonus Packs over Price Discounts (2012, unknown): “…heuristic when a surcharge is expressed in percentage terms (Morwitz, Greenleaf, and Johnson 1998), and are less likely to update their reference price and more likely to continue to make a purchase after a percent-off (vs. a dollar-off) discount is withdrawn (DelVecchio, Krishnan, and Smith 2007).”