The dark side of discounts: An inaction inertia perspective on the post-promotion dip
Article first published online: 20 JUN 2005
© 2005 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 22, Issue 8, pages 611–622, August 2005
How to Cite
Zeelenberg, M. and Putten, M. v. (2005), The dark side of discounts: An inaction inertia perspective on the post-promotion dip. Psychol. Mark., 22: 611–622. doi: 10.1002/mar.20076
- Issue published online: 20 JUN 2005
- Article first published online: 20 JUN 2005
After a product has been on promotion, the sales of that product may temporarily decrease. This post-promotion dip is normally explained in terms of forward buying or stockpiling. This article offers a third explanation in terms of brand switching. The results of two experiments show that after missing a discount on their regular brand, consumers may switch to another brand. Switching behavior is much more pronounced when a large discount is missed in comparison to when a small discount is missed. This finding is consistent with recent social psychological research on inaction inertia, and the results are discussed in relation to this phenomenon. © 2005 Wiley Periodicals, Inc.