Fairness and discounts: The subjective value of a bargain
Darke and Dahl, Journal of Consumer Psychology 13(3), 2003, 328-338. 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.
Darke and Dahl, Journal of Consumer Psychology 13(3), 2003, 328-338. 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.
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Darke, P. R., & Dahl, D. W. (2003). Fairness and discounts: The subjective value of a bargain. Journal of Consumer Psychology, 13(3), 328-338. doi:10.1207/s15327663jcp1303_13 https://doi.org/10.1207/s15327663jcp1303_13