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

Yan, Ji, Tian, Kun, Heravi, Saeed and Morgan, Peter (2017) The vices and virtues of consumption choices:price promotion and consumer decision making. Marketing Letters, 28 (3). pp. 461-475. ISSN 0923-0645

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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
Uncontrolled Keywords:	price promotion,relative virtue,relative vice
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Centres > Centre for Competition Policy Faculty of Social Sciences > Research Groups > Marketing
Depositing User:	LivePure Connector
Date Deposited:	08 Nov 2018 10:32
Last Modified:	18 Oct 2025 23:46
URI:	https://ueaeprints.uea.ac.uk/id/eprint/68810
DOI:	10.1007/s11002-017-9421-x

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