Dinesh Pai

Dinesh Pai

Dinesh Pai is a researcher and co-author of the 2023 paper on buy X get X free promotions.

Who they are

The work of Dinesh Pai reaches this site through the paper listed below. The name is tied to Acquisition Value, Transaction Utility.

Key papers

Bhatt, S. H., & Pai, D. R. (2023). Are buy X get X free price promotions effective? An acquisition-transaction value perspective. Marketing Intelligence & Planning, 41(6), 707-721. What it reports: Two experiments; at the same per-unit discount, buy-X-get-X-free promotions were viewed less favourably than single-unit discounts, with lower perceived transaction and acquisition value and lower purchase intention.

Key ideas

Acquisition Value: The worth of what is gained set against what is given up, apart from how good the deal feels.

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

Sources

  1. Bhatt, S. H., & Pai, D. R. (2023). Are buy X get X free price promotions effective? An acquisition-transaction value perspective. Marketing Intelligence & Planning, 41(6), 707-721.