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

Yan, J.; Tian, K.; Heravi, S.; Morgan, P.

doi:10.1007/s11002-017-9421-x

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

Yan, J.; Tian, K.; Heravi, S.; Morgan, P.

Authors

Professor Karena Yan ji.yan@durham.ac.uk
Professor

K. Tian

S. Heravi

P. Morgan

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.

Citation

Yan, J., Tian, K., Heravi, S., & Morgan, P. (2017). The vices and virtues of consumption choices: Price promotion and consumer decision making. Marketing Letters, 28(3), 461-475. https://doi.org/10.1007/s11002-017-9421-x

Journal Article Type	Article
Acceptance Date	Feb 13, 2017
Online Publication Date	Mar 1, 2017
Publication Date	Sep 1, 2017
Deposit Date	Feb 14, 2017
Publicly Available Date	Feb 15, 2017
Journal	Marketing Letters
Print ISSN	0923-0645
Electronic ISSN	1573-059X
Publisher	Springer
Peer Reviewed	Peer Reviewed
Volume	28
Issue	3
Pages	461-475
DOI	https://doi.org/10.1007/s11002-017-9421-x
Public URL	https://durham-repository.worktribe.com/output/1365432

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Copyright 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.