Have We Got a Deal for You: Do You Want the Good News or Bad News First?
研究门票类体验的促销信息顺序，发现先提限制条件（坏消息）再给折扣（好消息）比传统做法更能提升购买意愿，因为这样让消费者更关注折扣、感到更有控制感，从而觉得交易更公平。
Traditional practice prominently presents offers (e.g., “50% Off”) followed by a quantity (“When you buy two”), duration (“Today only”), or other conditional restriction as a scarcity appeal to increase urgency. Placing a hurdle to clear before purchase eligibility presents the good news of the offer followed by the bad news of the restriction. We propose and test a sales promotion framework for admission-based experiences showing that leading with the bad news first (the restriction) followed by the good news (the discount) is consistent with consumer news order preferences and changes perceptions of the deal. Our first study confirms consumer preference for bad news before good news in general and ticket offers in particular. The next two studies examine the process by which leading with the bad news (of the restriction first, discount later) increases the salience of the deal (% off). This in turn makes the customer feel in greater control over the offer, thereby making the deal appear to be fairer and more attractive, leading to increased purchase intentions. A fourth study in the field shows presenting the restriction followed by a discount improves click-through and potential revenue compared to presenting the identical offer with the discount preceding the restriction.