Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/19454
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dc.contributor.authorTripathi, Sanjeev
dc.contributor.authorBanerjee, Prantosh J.
dc.contributor.authorSahay, Arvind
dc.date.accessioned2017-06-22T06:34:36Z
dc.date.available2017-06-22T06:34:36Z
dc.date.issued2016
dc.identifier.citationBanerjee P.J., Tripathi S., Sahay A. (2016). When less is better than more: just-below discount in tensile price promotions. Journal of Retailing and Consumer Services, 31, 93-102.en_US
dc.identifier.urihttp://hdl.handle.net/11718/19454
dc.description.abstractRetailers often use Tensile Price Claims (TPC) such as "upto 40% off" or "from 10% to 40% off" to promote a line of merchandize. This enables them to have a salient communication while allowing specific level of discount on particular items. Recently, retailers have started using just-below TPC frames such as "upto 39% off". This research explores the influence of TPC framed with "just-below" numbers on consumers' perceived benefits through three studies. The results indicate that just-below temporal frames have a more favorable impact on consumer perceptions than round frames; this is contrary to left digit salience heuristic but is in line with anchoring and adjustment theory. The effect of just-below framing disappears both for deep discount levels and with sequential TPC discounts. This study has important managerial implications for the use of TPC as a promotional tool. The study also contributes to theory in multiple ways.en_US
dc.language.isoen_USen_US
dc.publisherElsevier Ltden_US
dc.subjectAnchoring and adjustmenten_US
dc.subjectJust-Below discountsen_US
dc.subjectNumerical precisionen_US
dc.subjectSequential discountsen_US
dc.subjectTensile Price Claimsen_US
dc.titleWhen less is better than more: just-below discount in tensile price promotionsen_US
dc.typeArticleen_US
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