Promotion Architecture: A Deal Fairness Model of Restricted Price Promotions
通过七项预注册研究（含一项实地研究）发现，门槛促销（如满10减5）在触发值低时比封顶促销（如五折最高减5）更能提升购买意愿和转化率，因为消费者认为门槛促销更公平；但触发值高时效果反转。
Abstract This research examines the effectiveness of two common types of restricted price promotions: threshold promotions (conditional on spending more than a threshold amount; e.g., “Get $5 off on orders of $10 or more”) and capped promotions (limited to a maximum dollar value; e.g., “Get 50% off, up to $5 per order”). Results from seven preregistered studies, including one field study, show that threshold promotions lead to higher purchase intentions and conversion rates (but potentially lower purchase amounts) than comparable capped promotions—even though capped promotions are equivalent in maximal economic savings for the consumer—when the trigger value (the spending amount at which the promotion activates or caps) is low. This effect occurs because consumers have higher expected promotion levels for capped promotions and lower expected spending levels for threshold promotions, leading them to perceive the threshold promotion as a fairer deal. However, this effect reverses when the trigger value is high, wherein consumers perceive capped promotions as a fairer deal and prefer them to threshold promotions. The implications of our results for the optimal management of price promotion architectures were discussed.