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- W4386544499 abstract "Abstract Some retailers round up price discounts, such as displaying a 7.7% discount as an 8% discount. In such instances, lay beliefs would suggest that displaying an 8% discount (vs. a 7.7% discount) would increase purchase intentions. In this research report, however, we show that displaying a rounded‐up, higher‐value discount (8%) versus a more precise but lower‐value discount (7.7%) reduces purchase intentions. Specifically, we show that using a more precise discount framing increases perceptions that the discount duration is shorter, in turn increasing purchase intentions. This research report presents a relevant and counterintuitive effect, and we propose contributions to work on both behavioral pricing and numerical information processing. Furthermore, this work has implications for practice, showing how to optimally display price discounts." @default.
- W4386544499 created "2023-09-09" @default.
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- W4386544499 date "2023-09-15" @default.
- W4386544499 modified "2023-09-30" @default.
- W4386544499 title "Can rounding up price discounts reduce sales?" @default.
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- W4386544499 doi "https://doi.org/10.1002/jcpy.1384" @default.
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