4458 
5472规则复杂的多重折扣方案在促销中越来越常见，而现有研究尚未考察多重折扣对消费者购买决策的影响。本研究基于数字认知，通过四项实验探究了多重折扣方案对消费者购买意愿的影响。实验1发现相对于多重折扣，消费者更加偏好单一折扣。实验2检验了认知流畅性与感知商家真诚度对多重折扣影响购买意愿的连续中介作用。实验3验证了消费者促销关注度的调节作用，促销关注度低的消费者对折扣方案无偏好差异，而促销关注度高的消费者更不喜欢多重折扣。实验4引入折后价格展示作为调节变量，当提供折后价格时，多重折扣对消费者购买意愿无显著影响；当不提供折后价格时，单一折扣情况下消费者购买意愿更高。本研究为企业选择和设计折扣促销方案提供了理论支持和实践指导。
一重折扣一重关：多重折扣方案对消费者购买决策的影响
摘要
参考文献
1 广东省消委会. 2018年“双十一”网购消费满意度调查报告[N/OL]. http://www.ccn.com.cn/html/guangdong/xiaofeiyaowen/2018/1227/432310.html, 2019-08-30.
3 新华社. 霸气双十一: “打破中国供应链”言论不攻自破[N/OL]. https://mp.weixin.qq.com/s/8hNenyt7N0TM3McUEeHovw, 2019-11-12.
4 中国人民银行. 11.11, 17.79亿笔, 14820.70亿元! [N/OL]. https://mp.weixin.qq.com/s/dBkDTnOmFRqoEbVV2W1TTA, 2019-11-12.
5 Alter A L, Oppenheimer D M. Uniting the tribes of fluency to form a metacognitive nation[J]. Personality and Social Psychology Review,2009, 13(3): 219-235. DOI:10.1177/1088868309341564
6 Aydinli A, Bertini M, Lambrecht A. Price promotion for emotional impact[J]. Journal of Marketing,2014, 78(4): 80-96. DOI:10.1509/jm.12.0338
7 Bagchi R, Cheema A. The effect of red background color on willingness-to-pay: The moderating role of selling mechanism[J]. Journal of Consumer Research,2013, 39(5): 947-960. DOI:10.1086/666466
8 Bagchi R, Davis D F. $29 for 70 items or 70 items for $29? How presentation order affects package perceptions[J]. Journal of Consumer Research,2012, 39(1): 62-73. DOI:10.1086/661893
9 Balachander S, Ghosh B, Stock A. Why bundle discounts can be a profitable alternative to competing on price promotions[J]. Marketing Science,2010, 29(4): 624-638. DOI:10.1287/mksc.1090.0540
10 Berry L L, Seiders K, Grewal D. Understanding service convenience[J]. Journal of Marketing,2002, 66(3): 1-17. DOI:10.1509/jmkg.66.3.1.18505
11 Biswas A, Bhowmick S, Guha A, et al. Consumer evaluations of sale prices: Role of the subtraction principle[J]. Journal of Marketing,2013, 77(4): 49-66. DOI:10.1509/jm.12.0052
13 Cai F Y, Bagchi R, Gauri D K. Boomerang effects of low price discounts: How low price discounts affect purchase propensity[J]. Journal of Consumer Research,2016, 42(5): 804-816. DOI:10.1093/jcr/ucv057
14 Chakravarti D, Krish R, Paul P, et al. Partitioned presentation of multicomponent bundle prices: Evaluation, choice and underlying processing effects[J]. Journal of Consumer Psychology,2002, 12(3): 215-229. DOI:10.1207/S15327663JCP1203_04
15 Chen H P, Rao A R. When two plus two is not equal to four: Errors in processing multiple percentage changes[J]. Journal of Consumer Research,2007, 34(3): 327-340. DOI:10.1086/518531
16 Chu C S, Leslie P, Sorensen A T. Bundle-size pricing as an approximation to mixed bundling[J]. The American Economic Review,2011, 101(1): 263-303. DOI:10.1257/aer.101.1.263
17 Coulter K S, Coulter R A. Distortion of price discount perceptions: The right digit effect[J]. Journal of Consumer Research,2007, 34(2): 162-173. DOI:10.1086/518526
18 Coulter K S, Roggeveen A L. Price number relationships and deal processing fluency: The effects of approximation sequences and number multiples[J]. Journal of Marketing Research,2014, 51(1): 69-82. DOI:10.1509/jmr.12.0438
19 Dahl D W, Fuchs C, Schreier M. Why and when consumers prefer products of user-driven firms: A social identification account[J]. Management Science,2015, 61(8): 1978-1988. DOI:10.1287/mnsc.2014.1999
20 Darke P R, Dahl D W. Fairness and discounts: The subjective value of a bargain[J]. Journal of Consumer Psychology,2003, 13(3): 328-338. DOI:10.1207/S15327663JCP1303_13
21 DelVecchio D, Krishnan H S, Smith D C. Cents or percent? The effects of promotion framing on price expectations and choice[J]. Journal of Marketing,2007, 71(3): 158-170. DOI:10.1509/jmkg.71.3.158
22 DelVecchio D, Lakshmanan A, Krishnan H S. The effects of discount location and frame on consumers’ price estimates[J]. Journal of Retailing,2009, 85(3): 336-346. DOI:10.1016/j.jretai.2009.05.010
23 Do Vale R C, Pieters R, Zeelenberg M. Flying under the radar: Perverse package size effects on consumption self-regulation[J]. Journal of Consumer Research,2008, 35(3): 380-390. DOI:10.1086/589564
24 Dragojevic M, Giles H, Beck A C, et al. The fluency principle: Why foreign accent strength negatively biases language attitudes[J]. Communication Monographs,2017, 84(3): 385-405. DOI:10.1080/03637751.2017.1322213
25 Erdem T, Swait J, Louviere J. The impact of brand credibility on consumer price sensitivity[J]. International Journal of Research in Marketing,2002, 19(1): 1-19. DOI:10.1016/S0167-8116(01)00048-9
26 Ertekin N, Shulman J D, Chen H P. On the profitability of stacked discounts: Identifying revenue and cost effects of discount framing[J]. Marketing Science,2019, 38(2): 317-342. DOI:10.1287/mksc.2018.1137
27 Fan L Y, Li X N, Jiang Y W. Room for opportunity: Resource scarcity increases attractiveness of range marketing offers[J]. Journal of Consumer Research,2019, 46(1): 82-98. DOI:10.1093/jcr/ucy059
28 Fassin Y, Buelens M. The hypocrisy-sincerity continuum in corporate communication and decision making: A model of corporate social responsibility and business ethics practices[J]. Management Decision,2011, 49(4): 586-600. DOI:10.1108/00251741111126503
29 Gao H C, Zhang Y L, Mittal V. How does local-global identity affect price sensitivity?[J]. Journal of Marketing,2017, 81(3): 62-79. DOI:10.1509/jm.15.0206
30 Gong H, Huang J X, Goh K H. The illusion of double-discount: Using reference points in promotion framing[J]. Journal of Consumer Psychology,2019, 29(3): 483-491. DOI:10.1002/jcpy.1102
31 Graf L K M, Mayer S, Landwehr J R. Measuring processing fluency: One versus five items[J]. Journal of Consumer Psychology,2018, 28(3): 393-411. DOI:10.1002/jcpy.1021
32 Greenleaf E A, Johnson E J, Morwitz V G, et al. The price does not include additional taxes, fees, and surcharges: A review of research on partitioned pricing[J]. Journal of Consumer Psychology,2016, 26(1): 105-124. DOI:10.1016/j.jcps.2015.04.006
33 Guha A, Biswas A, Grewal D, et al. Reframing the discount as a comparison against the sale price: Does it make the discount more attractive?[J]. Journal of Marketing Research,2018, 55(3): 339-351. DOI:10.1509/jmr.16.0599
34 Gupta S, Cooper L G. The discounting of discounts and promotion thresholds[J]. Journal of Consumer Research,1992, 19(3): 401-411. DOI:10.1086/209310
35 Hildebrand D, Demotta Y, Sen S, et al. Consumer responses to corporate social responsibility (CSR) contribution type[J]. Journal of Consumer Research,2017, 44(4): 738-758. DOI:10.1093/jcr/ucx063
36 Janiszewski C, Meyvis T. Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment[J]. Journal of Consumer Research,2001, 28(1): 18-32. DOI:10.1086/321945
37 Jiang Y W, Gorn G J, Galli M, et al. Does your company have the right logo? How and why circular- and angular-logo shapes influence brand attribute judgments[J]. Journal of Consumer Research,2016, 42(5): 709-726. DOI:10.1093/jcr/ucv049
38 Krishna A, Briesch R, Lehmann D R, et al. A meta-analysis of the impact of price presentation on perceived savings[J]. Journal of Retailing,2002, 78(2): 101-118. DOI:10.1016/S0022-4359(02)00072-6
39 Krishna A, Currim I S, Shoemaker R W. Consumer perceptions of promotional activity[J]. Journal of Marketing,1991, 55(2): 4-16. DOI:10.1177/002224299105500202
40 Kübler R, Pauwels K, Yildirim G, et al. App popularity: Where in the world are consumers most sensitive to price and user ratings?[J]. Journal of Marketing,2018, 82(5): 20-44. DOI:10.1509/jm.16.0140
42 Lee A Y, Labroo A A. The effect of conceptual and perceptual fluency on brand evaluation[J]. Journal of Marketing Research,2004, 41(2): 151-165. DOI:10.1509/jmkr.41.2.151.28665
43 Lee L, Tsai C I. How price promotions influence postpurchase consumption experience over time[J]. Journal of Consumer Research,2014, 40(5): 943-959. DOI:10.1086/673441
44 Olivares M J D R, Wittkowski K, Aspara J, et al. Relational price discounts: Consumers’ metacognitions and nonlinear effects of initial discounts on customer retention[J]. Journal of Marketing,2018, 82(1): 115-131. DOI:10.1509/jm.16.0267
45 Packard G, Gershoff A D, Wooten D B. When boastful word of mouth helps versus hurts social perceptions and persuasion[J]. Journal of Consumer Research,2016, 43(1): 26-43. DOI:10.1093/jcr/ucw009
46 Parker J R, Lehmann D R, Xie Y. Decision comfort[J]. Journal of Consumer Research,2016, 43(1): 113-133. DOI:10.1093/jcr/ucw010
47 Reber R, Schwarz N, Winkielman P. Processing fluency and aesthetic pleasure: Is beauty in the perceiver’s processing experience?[J]. Personality and Social Psychology Review,2004, 8(4): 364-382. DOI:10.1207/s15327957pspr0804_3
48 Schwarz N. Metacognitive experiences in consumer judgment and decision making[J]. Journal of Consumer Psychology,2004, 14(4): 332-348. DOI:10.1207/s15327663jcp1404_2
49 Suri R, Monroe K B, Koc U. Math anxiety and its effects on consumers’ preference for price promotion formats[J]. Journal of the Academy of Marketing Science,2013, 41(3): 271-282. DOI:10.1007/s11747-012-0313-6
50 Thomas M, Morwitz V G. The ease-of-computation effect: The interplay of metacognitive experiences and naive theories in judgments of price differences[J]. Journal of Marketing Research,2009, 46(1): 81-91. DOI:10.1509/jmkr.46.1.81
51 Thompson D V, Ince E C. When disfluency signals competence: The effect of processing difficulty on perceptions of service agents[J]. Journal of Marketing Research,2013, 50(2): 228-240. DOI:10.1509/jmr.11.0340
52 Wadhwa M, Zhang K J. This number just feels right: The impact of roundedness of price numbers on product evaluations[J]. Journal of Consumer Research,2015, 41(5): 1172-1185. DOI:10.1086/678484
引用本文
王欣, 肖春曲, 朱虹. 一重折扣一重关：多重折扣方案对消费者购买决策的影响[J]. 外国经济与管理, 2020, 42(12): 56-71.
导出参考文献，格式为：
