Purchase decision regret: Negative consequences of the Steadily Increasing Discount strategy

摘要: Abstract The Steadily Increasing Discount pricing strategy pits product scarcity against a future discount and forces consumers to make choice between cost savings the potential risk of missing purchase opportunity. Dual non-student samples provide insight into regret associated with this decision. first study finds that increases both action (purchase) inaction (non-purchase) while level only influences regret. In two, individual characteristics materialism price consciousness impact decision buy, Theoretically, results reverse omission bias, demonstrating from is more salient than in situation. studies underscore high-risk, high-reward nature multi-period for managers. While firms control availability levels, they cannot their customers' personality traits. Therefore, should every effort understand customers before embarking on such strategy.