How should brands present quantity discounts to increase consumer appeal? We propose that, compared to distributed presentations that spread a discount across units (e.g., buy two, get 30% off on each unit), consolidated presentations that place the discount on a single unit (e.g., buy two, get 60% off on the second unit) can lead to a higher purchase likelihood. Four studies demonstrate this “discount consolidation effect” across a variety of consumption contexts, product categories and price levels. The studies show that this effect occurs because compared to consolidated presentations of a quantity discount, distributed presentations can lead to less favorable perceptions about the quality of the discounted product and about the savings offered. We also identify an important boundary condition, illustrating that when the discount offered is substantively small in size, the effect is attenuated. These findings add to the theoretical literature and offer actionable managerial insights.
This article details the theoretical foundation of haptics in consumer research. We structure the review using a continuum from proximal touch-based interactions to increasingly distal interactions through devices, imagery, or language use. We begin with a focus on product/object touch in marketing highlighting touch for haptic information, touch for haptic pleasure, and touch for nonhaptic functional reasons. We then elaborate on research considering work compensating for actual touch through various mechanisms including device-mediated touch and imagery processing. Next, we examine interpersonal touch followed by a discussion on touch in sensory words and textual paralanguage. The authors note various avenues for future research in haptics with the aim to encourage research in consumer psychology and marketing.