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Conference Paper: Free vs. Pay a Little: Trivial-priced Coupon and Consumer Conversion Behavior
| Title | Free vs. Pay a Little: Trivial-priced Coupon and Consumer Conversion Behavior |
|---|---|
| Authors | |
| Issue Date | 26-Oct-2023 |
| Abstract | This research examines the effectiveness of trivial-priced coupons, which are coupons sold at minimum prices. Two field experiments and three lab experiments (total N=168,084) show that trivial-priced coupons (vs. free coupons) increase consumers' perceived coupon deal value and conversion behaviors. The effect is attenuated when consumers focus on actual savings. |
| Persistent Identifier | http://hdl.handle.net/10722/339113 |
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Shi, Zhengyu | - |
| dc.contributor.author | Cao, Jingcun | - |
| dc.contributor.author | Chen, Jinjie | - |
| dc.contributor.author | Wan, Echo Wen | - |
| dc.date.accessioned | 2024-03-11T10:33:59Z | - |
| dc.date.available | 2024-03-11T10:33:59Z | - |
| dc.date.issued | 2023-10-26 | - |
| dc.identifier.uri | http://hdl.handle.net/10722/339113 | - |
| dc.description.abstract | <p>This research examines the effectiveness of trivial-priced coupons, which are coupons sold at minimum prices. Two field experiments and three lab experiments (total N=168,084) show that trivial-priced coupons (vs. free coupons) increase consumers' perceived coupon deal value and conversion behaviors. The effect is attenuated when consumers focus on actual savings.</p> | - |
| dc.language | eng | - |
| dc.relation.ispartof | Association for Consumer Research Conference 2023 (26/10/2023-29/10/2023, Seattle) | - |
| dc.title | Free vs. Pay a Little: Trivial-priced Coupon and Consumer Conversion Behavior | - |
| dc.type | Conference_Paper | - |