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

Yan, Ji, Tian, Kun, Heravi, Saeed ORCID: https://orcid.org/0000-0002-0198-764X and Morgan, Peter ORCID: https://orcid.org/0000-0002-8555-3493 2017. The vices and virtues of consumption choices: Price promotion and consumer decision making. Marketing Letters 28 10.1007/s11002-017-9421-x

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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.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Additional Information:	This article is distributed under the terms of the Creative Commons Attribution 4.0 International License
Publisher:	Springer Verlag (Germany)
ISSN:	0923-0645
Date of First Compliant Deposit:	3 March 2017
Date of Acceptance:	1 March 2017
Last Modified:	09 May 2023 00:41
URI:	https://orca.cardiff.ac.uk/id/eprint/98508

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