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The Effects of Product Types on the Preference for Price Discount and Bonus Pack : 제품유형이 가격할인과 보너스팩의 선호에 미치는 영향
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- Authors
- Advisor
- 김재일
- Major
- 경영대학 경영학과
- Issue Date
- 2013-02
- Publisher
- 서울대학교 대학원
- Keywords
- Vice/Virtue Products ; Price Discount ; Bonus Pack ; Guilt ; Justification
- Description
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과 마케팅 전공, 2013. 2. 김재일.
- Abstract
- Prior research has presented that consumers prefer bonus pack than price discount because bonus pack is framed as gain and price discount is framed as loss. However, I propose that this preference does not hold for vice products. Consumers prefer a price discount to a bonus pack for vice products but prefer a bonus pack to a price discount for virtue products. The process underlying the proposed effect is that a price discount acts as a justifiable reason and can mitigate the guilt associated with the vice consumption. Conversely, the absent of guilt leads consumers to choose a bonus pack for virtue products. Dispositional consumption guilt and previous task (hard or easy) influence the choice of price discount versus bonus pack for vice and virtue consumption.
- Language
- English
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