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

Author

Listed:
  • Ji Yan

    (Durham University)

  • Kun Tian

    (Xiangtan University
    Cardiff University)

  • Saeed Heravi

    (Cardiff University)

  • Peter Morgan

    (Cardiff University)

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.

Suggested Citation

  • Ji Yan & Kun Tian & Saeed Heravi & Peter Morgan, 2017. "The vices and virtues of consumption choices: price promotion and consumer decision making," Marketing Letters, Springer, vol. 28(3), pages 461-475, September.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:3:d:10.1007_s11002-017-9421-x
    DOI: 10.1007/s11002-017-9421-x
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    References listed on IDEAS

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    3. Peschel, Anne O., 2021. "Scarcity signaling in sales promotion: An evolutionary perspective of food choice and weight status," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
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    6. Sabrina Capito & Albena Pergelova, 2023. "Treat yourself: Food delivery apps and the interplay between justification for use and food well‐being," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 479-506, January.

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