Prof. Yunhui HUANG, Assistant Professor
Department of Management, Marketing and Information Systems
In Hong Kong's retail-obsessed culture, shoppers will flock to stores at the slightest hint of a discount. But which style of discount resonates more—a price slash on the tag or a separate coupon?
This research reveals shoppers react differently to two types of promotions, especially when multiple products are on offer:
Logically, both save you equal money. But here’s the twist: coupons make pricier items look more tempting. Why? When comparing products:
This "final price neglect" tricks consumers into overspending, especially in stores. Online? Less risk—websites often force you to see both prices.
Smart shopping hack: Bring a calculator for coupon deals (that "HKD10 off" isn’t always what it seems). Better yet, shop digitally—fewer impulse buys, clearer math.
For retailers? Ditch the price-tag discounts. Want to move luxury items? Wave that coupon like a magic wand.
#Retail Psychology #Coupon Magic #Discount Tactics