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promotions Price Promotions Amount versus Percentage Uff are commonly used by retailers to motivate consumers...

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promotions Price Promotions Amount versus Percentage Uff are commonly used by retailers to motivate consumers to make a purchase Both the amount off and percentage off are in widespread use and research on when to use each method has been mixed The current study evaluated intent to purchase for a lower and higher priced item using either a fixed amount or a percentage off For the lower priced item participants saw a promotion for balloons regularly selling for 48 pesos but on sale with either a 12 peso or a 25 discount The higher priced item was a 480 peso sweater on sale with either a 120 peso discount or a 25 discount One hundred and fifty one students were randomly assigned to the treatments and responded to two ques tions measuring value perceptions I would be saving a lot of money if I made my purchase at this store and This store is selling the advertised product at a considerable discount Participants answered each question on the scale 1 strongly disagree to 5 strongly agree

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