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 |
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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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