Acceptance of a price discount: the role of the semantic relatedness between purchases and the comparative price format

2002 ◽  
Vol 15 (3) ◽  
pp. 203-220 ◽  
Author(s):  
Nicolao Bonini ◽  
Rino Rumiati
Keyword(s):  
Semantic Relatedness ◽  
Price Discount

Turning Discounts Into Profits: Factors Influencing Online Purchasing Decisions for Hotel Add-on Items

2020 ◽  
pp. 193896552093539 ◽  
Author(s):  
Esther L. Kim ◽  
Sarah Tanford
Keyword(s):  
Process Model ◽  
Mental Accounting ◽  
Thinking Styles ◽  
Impulse Buying ◽  
Purchasing Decisions ◽  
Price Discount ◽  
Mediating Role ◽  
Factors Influencing ◽  
Impulse Buying Tendency

A hotel website exclusive discount is widely adopted by major chain hotels to increase the volume of direct bookings. Although the traditional purpose of a discount promotion is to attract customers to the business, this research suggests that a hotel website exclusive price discount can induce consumers’ additional spending. Principles of mental accounting and two thinking styles (analytic vs. holistic) predict different effects of a price discount and the add-on product type by individual thinking styles. A quasi-experiment investigated the effect of an unexpected discount, relatedness of add-on item to a hotel stay, and individual thinking styles on add-on purchasing. The mediating role of impulse buying was subsequently examined using the PROCESS model. The effect of a price discount and the relatedness of add-on item are significant for analytic thinkers, whereas holistic thinkers report higher likelihood to purchase add-on items regardless of relatedness. Holistic thinkers’ likelihood to purchase is enhanced through an impulse buying tendency. The findings provide further evidence for the role of individual differences in response to pricing tactics by suggesting that a price promotion increases add-on purchases for analytic thinkers, whereas promoting a sense of impulsiveness can be more effective for holistic thinkers.

The Expectation-Violation Effect and the Role of Semantic Relatedness in an Episodic Task

1992 ◽  
Author(s):  
Harriett Amster ◽  
Christopher Brooks ◽  
Suzann Lucas ◽  
Nilufer Ozyoruk-Gee
Keyword(s):  
Semantic Relatedness
Sign in / Sign up

Export Citation Format

Share Document