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The vices and virtues of consumption choices : price promotion and consumer decision making.

Yan, J. and Tian, K. and Heravi, S. and Morgan, P. (2017) 'The vices and virtues of consumption choices : price promotion and consumer decision making.', Marketing letters. .

Abstract

As consumers exhibit relatively more self-control over healthy products by limiting the purchase quantity of vice choices and buying more virtue choices to adhere to healthy-eating goals, a price promotion has a stronger effect on virtue than vice choices of healthy food. In contrast, consumers exhibit relatively less self-control over unhealthy products and evaluate price promotions as a persuasive temptation mechanism; thus, a price promotion has a stronger effect on vice than virtue choices of unhealthy food. The results of the empirical analyses provide support for these hypotheses.

Item Type:Article
Full text:(AM) Accepted Manuscript
First Live Deposit - 15 February 2017
Available under License - Creative Commons Attribution.
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Full text:(VoR) Version of Record
Available under License - Creative Commons Attribution.
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Status:Peer-reviewed
Publisher Web site:https://doi.org/10.1007/s11002-017-9421-x
Publisher statement:© The Author(s) 2017 Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Record Created:15 Feb 2017 10:28
Last Modified:08 Mar 2017 11:11

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