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10-I: Do Deals Really Help Save Money: Deal Salience Results in Increased Consumer Spending
Conference proceeding   Peer reviewed

10-I: Do Deals Really Help Save Money: Deal Salience Results in Increased Consumer Spending

Sudipta Mukherjee and Mario Pandelaere
Advances in Consumer Research, Vol.45, p.1050
01/01/2017

Abstract

Consumer spending Money Self control Studies
Consumers have the lay belief that looking for deals helps in saving money. In this paper, over a series of 4 experiments, we test this lay belief and find results that indicate to the contrary. We find that deal salience decreases self-control and increases consumer spending.

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