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The discount is unfair: Egocentric fairness in risky discounts

Author

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  • Choi, Sungchul
  • Park, Sang-June
  • Qiu, Chun (Martin)
  • Stanyer, Mike

Abstract

This paper examines how consumers perceive fairness and enjoy the outcome of an emerging risky discount: the retail industry’s gambling or lottery type “scratch and save” (SAS) price promotions, in which the actual discount is determined by chance at the checkout.

Suggested Citation

  • Choi, Sungchul & Park, Sang-June & Qiu, Chun (Martin) & Stanyer, Mike, 2013. "The discount is unfair: Egocentric fairness in risky discounts," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 32-43.
    • Handle: RePEc:eee:joepsy:v:39:y:2013:i:c:p:32-43
    DOI: 10.1016/j.joep.2013.06.007
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    References listed on IDEAS

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    Cited by:

    1. Li, Wenjing & Hardesty, David M. & Craig, Adam W. & Song, Lei, 2022. "Hidden price promotions: Could retailer price promotions backfire?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Attari, Amin & Chatterjee, Promothesh & Singh, Surendra N., 2022. "Taking a chance for a discount: An investigation into consumers’ choice of probabilistic vs. sure price promotions," Journal of Business Research, Elsevier, vol. 143(C), pages 366-374.

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    More about this item

    Keywords

    Promotional methods; Pricing; Risky discounts; Scratch and save; Egocentric fairness; Ambiguous price promotions;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General

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