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A fresh look at consumers' discounting of discounts in online and bricks-and-mortar shopping contexts

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  • Kukar-Kinney, Monika
  • Carlson, Jeffrey R.

Abstract

This research replicates Gupta and Cooper's (1992) study on consumers' discounting of discounts for different brand reputations in a bricks-and-mortar shopping channel and extends the investigation to an online environment. We determine that although discounting of discounts is on average stronger online, it has remained remarkably stable over time and across retail channels. Promotion thresholds are zero regardless of retail channel and brand reputation. Further, consumers perceive a discount to exist even without advertised promotions.

Suggested Citation

  • Kukar-Kinney, Monika & Carlson, Jeffrey R., 2015. "A fresh look at consumers' discounting of discounts in online and bricks-and-mortar shopping contexts," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 442-444.
    • Handle: RePEc:eee:ijrema:v:32:y:2015:i:4:p:442-444
    DOI: 10.1016/j.ijresmar.2015.09.001
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    References listed on IDEAS

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    1. Gupta, Sunil & Cooper, Lee G, 1992. "The Discounting of Discounts and Promotion Thresholds," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 401-411, December.
    2. Mobley, Mary F & Bearden, William O & Teel, Jesse E, 1988. "An Investigation of Individual Responses to Tensile Price Claims," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 273-279, September.
    3. Urbany, Joel E & Bearden, William O & Weilbaker, Dan C, 1988. "The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 95-110, June.
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    Cited by:

    1. Weisstein, Fei L. & Kukar-Kinney, Monika & Monroe, Kent B., 2016. "Determinants of consumers' response to pay-what-you-want pricing strategy on the Internet," Journal of Business Research, Elsevier, vol. 69(10), pages 4313-4320.
    2. Carlson, Jeffrey R. & Kukar-Kinney, Monika, 2018. "Investigating discounting of discounts in an online context: The mediating effect of discount credibility and moderating effect of online daily deal promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 153-160.
    3. Kalyanaram, Gurumurthy & Winer, Russell S., 2022. "Behavioral response to price: Data-based insights and future research for retailing," Journal of Retailing, Elsevier, vol. 98(1), pages 46-70.
    4. Kukar-Kinney, Monika & Xia, Lan, 2017. "The effectiveness of number of deals purchased in influencing consumers' response to daily deal promotions: A cue utilization approach," Journal of Business Research, Elsevier, vol. 79(C), pages 189-197.
    5. Ya-Ling Chiu & Yuan-Teng Hsu & Xiaoyu Mao & Jying-Nan Wang, 2021. "An Empirical Study of Holiday Season Discounts: A Comparison Between Third-Party Marketplace Sellers and Fulfilled by Walmart Sellers," SAGE Open, , vol. 11(2), pages 21582440211, June.
    6. Zheng, Dan & Chen, Yuxin & Zhang, Zhe & Che, Hai, 2022. "Retail price discount depth and perceived quality uncertainty," Journal of Retailing, Elsevier, vol. 98(3), pages 542-557.

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