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Cited by 270

The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.

Fairness and Discounts: The Subjective Value of a Bargain

Darke, Peter R., Dahl, Darren W.·2003·Journal of Consumer Psychology
DOI 10.1207/s15327663jcp1303_13
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Abstract

In this work, we examined the surprising value consumers attach to getting a bargain. Past research has largely understood this phenomenon in terms of the impact discounts have on perceptions of fairness. However, the evidence for this explanation is inconclusive due to a number of viable alternatives as well as issues relating to construct and external validity. The experiments we report here provide clearer evidence for the basic assertion that discounts increase purchase satisfaction due to the nonfinancial rewards that are associated with perceptions of fairness. Furthermore, current notions of fairness in the promotion literature are extended by showing that social cues such as the relative size of the discount received by another customer and the loyalty status of that customer can also have an important impact on fairness and purchase satisfaction. We suggest an integration of transaction utility theory (Thaler, 1985) and equity theory (Bagozzi, 1975) to account for these findin

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Metadata

Authors
Darke, P. R., & Dahl, D. W.
Venue
Journal of Consumer Psychology
Publisher
Wiley
Published
2003-01
Volume
13
Issue
3
Pages
328-338
ISSN
  • 1057-7408 (ISSN-L)
  • 1532-7663
DOI
10.1207/s15327663jcp1303_13
OpenAlex
W2063414602
Cited by
270
References
7
FWCI
7.88
Type
journal article
Language
en
Open access
closed

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