Consequences of perceiving oneself as responsible for obtaining a discount: Evidence for smart-shopper feelings

The results of two studies, using different methods, converged to provide evidence for a noneconomic component to the affective consequences of a price promotion. Keeping constant the size of the discount, the consumer's perception of responsibility for obtaining a discount increased positive feelings. Perceived responsibility for a discount also increased the likelihood of behavioral consequences (repurchase and word-of-mouth communication about the product). These results are discussed in the context of better understanding the nature and implications of this noneconomic component of a price promotion's effects.