Influence of discount price announcements on consumers' behavior

• Autor(a) principal: Isabella, Giuliana
• Data de Publicação: 2012
• Outros Autores: Pozzani, Alexandre Ierulo, Chen, Vinicios Anlee, Gomes, Murillo Buissa Perfi
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://periodicos.fgv.br/rae/article/view/30406
• topic: Purchase intent; consumer behavior; framing effect; discount; group purchasing website; Intenção de compra; comportamento do consumidor; efeito de enquadramento; desconto; rede de compra coletiva; Intenção de compra; comportamento do consumidor; efeito de enquadramento; desconto; rede de compra coletiva

The theoretical framework that underpins this research study is based on the Prospect Theory formulated by Kahneman and Tversky, and Thaler´s Mental Accounting Theory. The research aims to evaluate the consumers’ behavior when different patterns of discount are offered (in percentage and absolute value and for larger and smaller discounts). Two experiments were conducted to explore   these patterns of behavior and the results that were obtained supported the view that the framing effect was a common occurrence. The patterns of choice of individuals in a sample were found to be different due to changes in the ways discounts were offered. This can be explained by the various ways of presenting discount rates that had an impact on the influence of purchase intentions, recommendations and quality perception.