고정가격할인과 차등가격할인, 어느 것을 선택할 것인가?

Which Would You Choose : Fixed Price Discounts or Different Price Discounts?

The present research investigates which consumers would choose if given a choice between fixed price discounts or different price discounts in case the expected value is the same. It also explores the influence of self-regulatory focus and time pressure on consumer choice relative to the type of price discounts. In proving the hypothesis, this research applied a between-subjects factorial design targeting 2(self-regulatory focus: promotion focused motivation vs. prevention focused motivation) X 2(time pressure level: high vs. low). Results can be summarized as follows. First, consumers are more likely to choose fixed price discounts than different price discounts. Second, consumers are more likely to choose fixed price discounts when they have prevention-focused motivation than when they have promotion-focused motivation. Third, consumers are more likely to choose fixed price discounts when they are under time pressure than when they are not. Theoretical and managerial implications of the findings are discussed and directions for future research are suggested.