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Do Deals Really Help Save: Deal Salience and Increased Consumer Spending
Conference proceeding   Peer reviewed

Do Deals Really Help Save: Deal Salience and Increased Consumer Spending

Mario Pandelaere, Daniel Villanova and Sudipta Mukherjee
Advances in Consumer Research, Vol.44, p.750
01/01/2016

Abstract

Consumer behavior Consumer spending Studies
Consumers have the lay belief that looking for deals helps in saving money. In this paper, we find that deal salience decreases self-control and increases consumer spending. Further, we get the surprising result that deal salience has a greater influence on the spending behavior of tightwads than spendthrifts.

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