Consumers' price perception is usually affected by the discounted price that marketers design. Previous research pointed out that discounting is categorized into two types: ”frequent but shallow” discount and ”infrequent but deep” discount. Three experiments in this research indicated that consumers have a lower perceived price toward the ”infrequent but deep” discounted products than the ”frequent but shallow” discounted products. Furthermore, the discount effect is moderated by brand familiarity, promotion signal, and need for cognition (NFC).
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。