Building upon mental accounting, we introduce discounted gift cards (DGCs) to the pricing and promotion literature. In an experiment and field study, DGCs elicited higher spending and reduced subjective costs of consumers using it at the check-out. We explain these findings based on payment depreciation (Gourville & Soman, 1998).
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Association for Consumer Research (ACR) Conference 2020