All at once or one at a time? The effect of simultaneous versus sequential discount presentation on store patronage intentions. Issue 6 (5th February 2020)

• Record Type: Journal Article
• Authors: DelVecchio, Devon; Wang, Jessie J.; Brigden, Neil
• Is Part Of: Psychology & marketing. Volume 37:Issue 6(2020)
• Page Start: 773
• Page End: 781
• Publication Date: 2020-02-05
• Subjects: discounts -- flyers -- price framing -- sequential information; Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.21336
• Languages: English
• ISSNs: 0742-6046

Abstract

Abstract: Retailers often employ store flyers, be they in print or digital form, to drive store traffic. A fundamental difference in the presentation of multicomponent information, such as the multiple discounts presented in flyers, is whether the components are displayed simultaneously (all at once) of sequentially (one at a time). Yet a little extant research examines how these different presentations affect individuals' responses to retailer price promotions. Three experiments demonstrate that a sequential display of price discounts is associated with more positive store patronage intentions. Evidence, gleaned by both measuring and manipulating the process by which the discounts are evaluated, implicates a greater sense of accumulating benefit with each successive discount when presented sequentially as the driver of the cross‐format difference in patronage intentions.