How consumers deal with missed discounts: Transaction decoupling, action orientation and inaction inertia

@inproceedings{Putten2013HowCD,
  title={How consumers deal with missed discounts: Transaction decoupling, action orientation and inaction inertia},
  author={Marijke van Putten and Marcel Zeelenberg and Eric van Dijk},
  year={2013}
}
Attractive bonuses and large discounts are often successfully used to attract new customers and increase sales. However, from a marketing perspective these attractive opportunities might have a negative side effect, as they decrease subsequent sales to the consumers who missed them. In this review article we discuss how the inability to regulate the pain of missed opportunities might lead to this so-called inaction inertia effect. We argue that deficiencies in self-regulation may be explained… CONTINUE READING
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