We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
Price Promotions Cause Impatience.
- Authors
Shaddy, Franklin; Lee, Leonard
- Abstract
In this research, the authors propose that incidental exposure to price promotions can cause downstream impatience in an unrelated domain. Specifically, price promotions trigger reward seeking—a general motivational state—and reward seeking, in turn, yields impatience. Seven experiments (N = 1,795) demonstrate how incidental exposure to price promotions can cause greater willingness to pay to avoid waiting (Experiments 1a and 1b), shorter actual wait times (Experiments 2, 3b, and 5), greater propensity to break a rule to save time (Experiment 3a), and greater discounting in a consequential intertemporal choice (Experiment 4). Consistent with this account, the effect is both more pronounced for people with greater reward sensitivity (Experiments 3a and 3b) and mediated by reward seeking (Experiment 4). Finally, a conceptual replication in a field setting underscores the external validity and managerial relevance of the findings (Experiment 5).
- Subjects
SALES promotion; PRICING; PATIENCE; WILLINGNESS to pay; WAITING period; DELAY discounting (Psychology); REWARD allocation (Psychology)
- Publication
Journal of Marketing Research (JMR), 2020, Vol 57, Issue 1, p118
- ISSN
0022-2437
- Publication type
Article
- DOI
10.1177/0022243719871946