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Conditions Facilitating Successful Discounting in Consumer Decision Making

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  • Schul, Yaacov
  • Mazursky, David

Abstract

Two types of discounting appeals were tested for effectiveness: an ignore appeal asks consumers to disregard a previously communicated claim because it may not be valid; a refute appeal specifically states that the challenged claim is incorrect. Results from two experiments indicate that the impact of the two appeals on consumer decision making depends on the elaboration the message underwent during encoding. Impact is also mediated by the extent to which a discounting cue provides counterinformation about a product and signals are interpretations of nonchallenged claims. Refute appeals are more effective due to their specificity and strength. Copyright 1990 by the University of Chicago.

Suggested Citation

  • Schul, Yaacov & Mazursky, David, 1990. "Conditions Facilitating Successful Discounting in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 442-451, March.
    • Handle: RePEc:oup:jconrs:v:16:y:1990:i:4:p:442-51
    DOI: 10.1086/209229
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    Cited by:

    1. Mazursky, David, 1998. "The effects of invalidating information on consumers subsequent search patterns," Journal of Economic Psychology, Elsevier, vol. 19(2), pages 261-277, April.
    2. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.

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