Books and journals Case studies Expert Briefings Open Access
Advanced search

Effectiveness of monetary discounts: comparing quantity scarcity and time restriction

Subhash Jha (Purdue University Northwest, Hammond, Indiana, USA)
Sujay Dutta (Marketing and Supply Chain Management, Wayne State University, Detroit, Michigan, USA)
Ahmet Koksal (Department of Management and Marketing, College of Business Education and Human Development, Louisiana State University Shreveport, Shreveport, Louisiana, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 11 November 2019

Abstract

Purpose

This study aims to examine whether adding a quantity scarcity message to a monetary discount helps to improve consumers’ offer-related perceptions and intentions, and how the effectiveness of that message compares with adding time restriction to the offer.

Design/methodology/approach

Two experiments, where participants evaluated retail ads and responded to relevant measures, were conducted in two country markets.

Findings

Adding either a quantity scarcity message or time restriction to a monetary discount increases the potency of a retail offer. Further, when an offer ad emphasizes product and price-related cues in a balanced manner, time restriction results in more favorable consumer perceptions than scarcity. However, this difference in the messages’ efficacy disappears when the offer strongly emphasizes price-related cues.

Research limitations/implications

The US market sample is more homogeneous than the Indian one. Discounts were presented in terms of advertised reference prices; further research with other discount formats is desirable.

Practical implications

Understanding the relative efficacy of quantity scarcity message and time restriction in discounted retail offers can give managers flexibility in the use of these tools.

Originality/value

This paper addresses scholars’ call for theory-grounded research that provides guidance to retailers on the use of sales promotional tools.

Keywords

  • Signalling theory
  • Discount
  • Advertised reference price
  • Quantity scarcity
  • Time restriction

Acknowledgements

The authors acknowledge the non-monetary resource-based support provided by Purdue University Northwest, Wayne State University, and Louisiana State University Shreveport for this research. Indian Institute of Management Udaipur provided monetary support for the field research reported in Study 1. No direct or separately identifiable monetary support was provided for this research by the other institutions mentioned.

Citation

Jha, S., Dutta, S. and Koksal, A. (2019), "Effectiveness of monetary discounts: comparing quantity scarcity and time restriction", Journal of Consumer Marketing, Vol. 36 No. 7, pp. 901-910. https://doi.org/10.1108/JCM-07-2018-2763

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Please note you do not have access to teaching notes

You may be able to access teaching notes by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
If you think you should have access to this content, click the button to contact our support team.
Contact us

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us
Emerald Publishing
  • Opens in new window
  • Opens in new window
  • Opens in new window
  • Opens in new window
© 2021 Emerald Publishing Limited

Services

  • Authors Opens in new window
  • Editors Opens in new window
  • Librarians Opens in new window
  • Researchers Opens in new window
  • Reviewers Opens in new window

About

  • About Emerald Opens in new window
  • Working for Emerald Opens in new window
  • Contact us Opens in new window
  • Publication sitemap

Policies and information

  • Privacy notice
  • Site policies
  • Modern Slavery Act Opens in new window
  • Chair of Trustees governance statement Opens in new window
  • COVID-19 policy Opens in new window
Manage cookies

We’re listening — tell us what you think

  • Something didn’t work…

    Report bugs here

  • All feedback is valuable

    Please share your general feedback

  • Member of Emerald Engage?

    You can join in the discussion by joining the community or logging in here.
    You can also find out more about Emerald Engage.

Join us on our journey

  • Platform update page

    Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

  • Questions & More Information

    Answers to the most commonly asked questions here