Buy-one-get-one-free deals attract more attention than percentage deals

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Buy-one-get-one-free deals attract more attention than percentage deals

机译：买一送一的交易比百分比交易吸引更多的关注

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Promotion deals and price reductions are common strategies retailers use to attract consumers. We investigate which of two common types of deals better captures consumers' attention. By tracing eye movements, we examine participants' attention allocation when deciding between "buy-one-get-one free" (BOGO) deals versus deals that offer an equivalent price reduction. Results show that people prefer BOGO deals, and they tend to choose them over price reductions even when the deals are equal in terms of net value. The preference is amplified when the discount is relatively high: In these cases, BOGO deals attract more attention than percentage deals. Overall, our findings can help retailers develop promotional strategies to capture potential consumers' attention in online commerce. At the same time, our results warn consumers to better evaluate their options and not be lured by the first BOGO deal that captures their attention, as it might not be the best deal available.

机译：促销交易和降价是零售商用来吸引消费者的常见策略。我们调查了两种常见交易中的哪一种可以更好地吸引消费者的注意力。通过跟踪眼睛的运动，我们在确定“买一送一”（BOGO）交易与提供同等价格折扣的交易之间时，会检查参与者的注意力分配。结果表明，人们更喜欢BOGO交易，即使在净值相等的情况下，他们还是倾向于选择降价而不是降价。当折扣相对较高时，偏好会被放大：在这些情况下，BOGO交易比百分比交易吸引更多的关注。总体而言，我们的发现可以帮助零售商制定促销策略，以吸引潜在消费者在在线商务中的关注。同时，我们的结果警告消费者要更好地评估自己的选择，不要被首个吸引他们注意力的BOGO交易所吸引，因为这可能不是最好的交易。

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《Journal of Business Research》 |2020年第4期|128-134|共7页
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作者单位

Ben Gurion Univ Negev Beer Sheva Israel;

CUNY Brooklyn Coll Brooklyn NY 11210 USA;

Univ Amsterdam Amsterdam Netherlands;

Vrije Univ Amsterdam Amsterdam Netherlands;

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原文格式 PDF
正文语种 eng
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关键词
Attention; Promotion deals; Preferences; Online commerce;

机译：注意;促销优惠;优先;网上贸易;

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Buy-one-get-one-free deals attract more attention than percentage deals

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