Purpose – The purpose of this paper is to study firms’ decisions of voluntary disclosure of high product quality by sending their products to intermediaries for review, and how the nature of the reviews subsequently substitutes the brand names in terms of affecting the price of the product....

This paper examines how consumers perceive fairness and enjoy the outcome of an emerging risky discount: the retail industry’s gambling or lottery type “scratch and save” (SAS) price promotions, in which the actual discount is determined by chance at the checkout.