TY - JOUR
T1 - Consumer Reactance to Promotional Favors
AU - Bertini, M.
AU - Aydinli, Aylin
N1 - Publisher Copyright:
© 2020 New York University
PY - 2020/12
Y1 - 2020/12
N2 - Promotional favors are an increasingly popular but seldom researched form of price promotion where the receipt of the saving by consumers depends on an action on their part that is nonmonetary in nature, such as completing a questionnaire, posting a review, or making a referral. This paper shows that the tactic can backfire, in the sense that consumers spend less than they would in response to a standard (unconditional) discount. We document this effect across five experiments. Experiment 1 is a field test. Experiments 2–5 replicate the result in more controlled settings, trace it to a process of psychological reactance, and address plausible alternative explanations. Finally, we review the contributions of our work and propose avenues for future research.
AB - Promotional favors are an increasingly popular but seldom researched form of price promotion where the receipt of the saving by consumers depends on an action on their part that is nonmonetary in nature, such as completing a questionnaire, posting a review, or making a referral. This paper shows that the tactic can backfire, in the sense that consumers spend less than they would in response to a standard (unconditional) discount. We document this effect across five experiments. Experiment 1 is a field test. Experiments 2–5 replicate the result in more controlled settings, trace it to a process of psychological reactance, and address plausible alternative explanations. Finally, we review the contributions of our work and propose avenues for future research.
KW - Conditional discounts
KW - Price promotion
KW - Pricing
KW - Promotional favors
KW - Psychological reactance
UR - http://www.scopus.com/inward/record.url?scp=85084219458&partnerID=8YFLogxK
U2 - 10.1016/j.jretai.2020.03.002
DO - 10.1016/j.jretai.2020.03.002
M3 - Article
AN - SCOPUS:85084219458
SN - 0022-4359
VL - 96
SP - 578
EP - 589
JO - Journal of Retailing
JF - Journal of Retailing
IS - 4
ER -