Ambiguity and exaggeration in price promotion: perceptions of the elder and nonelder consumer


This paper examines the effects of plausible as well as implausible or exaggerated tensile discounts on consumer discounting behavior, price perceptions, and behavioral intentions. The effects are compared across two consumer segments, elder and nonelder, for a product and a service. Findings indicate that age of the consumer had a significant interaction with discount level for consumer discounting behavior regarding the product offer. While consumers were skeptical of implausible discounts, the effects of implausible and high-plausible discounts on price perceptions were higher than that of low-plausible discounts. In addition, there were no significant differences between the implausible and high-plausible discount levels for price perceptions or behavioral intentions. The results provide implications for public policy makers. Copyright 1998 by The American Council on Consumer Interests.

Publication Title

Journal of Consumer Affairs