Purpose – The purpose of this study is two‐fold. First, to explore differences in consumers' deal perceptions for coupons framed as potential gains to be obtained versus equivalent losses to be avoided. Second, it seeks to demonstrate the underlying process of the effects of coupon framing...

We investigate how need for cognition and cognitive effort associated with multi-dimensional pricing combine to influence demand. Experiment 1 shows that individuals with low (vs. high) need for cognition are <Emphasis Type="Bold">less likely to purchase products that list price and relative discount separately. The...</emphasis>