Darren Dahl

Darren Dahl

Darren Dahl is a marketing scholar and co-author of the 2003 paper on fairness and discounts.

Who they are

The work of Darren Dahl reaches this site through the paper listed below. The name is tied to Transaction Utility.

Key papers

Darke, P. R., & Dahl, D. W. (2003). Fairness and discounts: The subjective value of a bargain. Journal of Consumer Psychology, 13(3), 328-338. What it reports: Discounts raise purchase satisfaction through nonfinancial rewards linked to perceived fairness; social cues such as another customer's discount size and loyalty status affect satisfaction; the authors propose combining transaction utility theory and equity theory.

Key ideas

Transaction Utility: The pleasure or sting of a deal itself, apart from what the item is worth to the buyer.

Sources

  1. Darke, P. R., & Dahl, D. W. (2003). Fairness and discounts: The subjective value of a bargain. Journal of Consumer Psychology, 13(3), 328-338.