The role of the consumer’s affect in situations of discount discrepancy

• Autor(a) principal: Huertas, Melby Karina Zuniga
• Data de Publicação: 2023
• Outros Autores: Lepre, Thais Rubia Ferreira
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/21516
• topic: Price discount; Discount discrepancy; Positive affect; Negative affect; Expectations; Purchase intention; Desconto de preço; Discrepância de desconto; Emoções positivas; Emoções negativas; Expectativas; Intenção de compra

Purpose: This research aims to clarify the effect of discount discrepancy on consumers’ purchase intention. We propose, test, and provide evidence and explanations about the mediation of the consumer’s affective background on the relationship between discount discrepancy and purchase intention.Design/methodology/approach: We conducted an experimental study with apparel retail scenarios. We tested and supported the mediation of the consumer’s affect on the effect of perceived discount discrepancy on purchase intention. This paper uses this empirical evidence to incorporate the consumers’ affective perspective in extending previous explanations of why and how perceived discount discrepancy affects consumers’ purchase intention.Findings: In a situation of discount discrepancy, the consumer will increase negative affect, decrease positive affect, and decrease purchase intention. The most cited feelings were frustration, disappointment, and annoyance.Originality: This study is the first application of the affect-expectations model to the theoretical analysis of price discounts and discount discrepancy.Managerial implications: The main managerial implication for retailers is to prevent the emergence of Discount discrepancy (DD). We establish guidelines to avoid perceived DD, actions to minimize negative effects of DD, and discuss the public policy implications.Research limitations: Data is limited to the apparel product category, which is viewed as hedonic.