The vices and virtues of consumption choices: Price promotion and consumer decision making

Yan, J.; Tian, K.; Heravi, S.; Morgan, P.

Abstract

As consumers exhibit relatively more self-control over healthy products by limiting the purchase quantity of vice choices and buying more virtue choices to adhere to healthy-eating goals, a price promotion has a stronger effect on virtue than vice choices of healthy food. In contrast, consumers exhibit relatively less self-control over unhealthy products and evaluate price promotions as a persuasive temptation mechanism; thus, a price promotion has a stronger effect on vice than virtue choices of unhealthy food. The results of the empirical analyses provide support for these hypotheses.

Citation

Yan, J., Tian, K., Heravi, S., & Morgan, P. (2017). The vices and virtues of consumption choices: Price promotion and consumer decision making. Marketing Letters, 28(3), 461-475. https://doi.org/10.1007/s11002-017-9421-x

• Journal Article Type: Article
• Acceptance Date: Feb 13, 2017
• Online Publication Date: Mar 1, 2017
• Publication Date: Sep 1, 2017
• Deposit Date: Feb 14, 2017
• Publicly Available Date: Feb 15, 2017
• Journal: Marketing Letters
• Print ISSN: 0923-0645
• Electronic ISSN: 1573-059X
• Publisher: Springer
• Peer Reviewed: Peer Reviewed
• Volume: 28
• Issue: 3
• Pages: 461-475
• DOI: https://doi.org/10.1007/s11002-017-9421-x
• Public URL: https://durham-repository.worktribe.com/output/1365432