The role of the consumer's affect in situations of discount discrepancy o papel das emoções do consumidor em situações de discrepância de desconto

Abstract

© 2023 Universidade Nove de Julho-UNINOVE. All rights reserved.Purpose: This research aims to clarify the effect of discount discrepancy on consumers' purchase intention. We propose, test, and provide evidence and explanations about the mediation of the consumer's affective background on the relationship between discount discrepancy and purchase intention. Design/methodology/approach: We conducted an experimental study with apparel retail scenarios. We tested and supported the mediation of the consumer's affect on the effect of perceived discount discrepancy on purchase intention. This paper uses this empirical evidence to incorporate the consumers' affective perspective in extending previous explanations of why and how perceived discount discrepancy affects consumers' purchase intention. Findings: In a situation of discount discrepancy, the consumer will increase negative affect, decrease positive affect, and decrease purchase intention. The most cited feelings were frustration, disappointment, and annoyance. Originality: This study is the first application of the affect-expectations model to the theoretical analysis of price discounts and discount discrepancy. Managerial implications: The main managerial implication for retailers is to prevent the emergence of Discount discrepancy (DD). We establish guidelines to avoid perceived DD, actions to minimize negative effects of DD, and discuss the public policy implications. Research limitations: Data is limited to the apparel product category, which is viewed as hedonic.