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- W2772027724 abstract "Retailers often promote products at a discount with a requirement to buy more than one unit of the product. An example of such a practice is Domino’s two medium pizzas for $5.99 each, when you buy minimum two pizzas. A research question then is how do consumers evaluate such promotions with minimum purchase quantity requirements? Based on research on reactance, we argue that with promotions such as “must buy minimum 4,” consumers feel coerced into buying multiple units of the product, leading to a reactance. The reactance manifests in a scrutiny of the restrictive components of the deal leading to a focus on the price information rather than using the promotion itself as a signal of value (Suri & Monroe, 2003; Sheng et al., 2007). Hence, we predict that:" @default.
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- W2772027724 date "2017-12-06" @default.
- W2772027724 modified "2023-09-24" @default.
- W2772027724 title "Purchase Quantity Restrictions: Good or Bad? An Abstract" @default.
- W2772027724 doi "https://doi.org/10.1007/978-3-319-66023-3_48" @default.
- W2772027724 hasPublicationYear "2017" @default.
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