The Effects of Discount Location and Frame on Consumers’ Price Estimates

  title={The Effects of Discount Location and Frame on Consumers’ Price Estimates},
  author={Devon DelVecchio and Aruna Lakshmanan and H. S. Krishnan},
  journal={Journal of Retailing},
A discount may be defined by the location in which, and frame by which, it is communicated. Discount framing, particularly the differences between cents-off and percentage-off discounts, has been widely studied. Discount location (e.g., proximate to or distal from regular price info) has received considerably less attention. We employ the proximity-compatibility principle and tenets of human memory to demonstrate that discount framing (cents-off, percentage-off, and revised price) and discount… Expand

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