infonet-economy

Discounts are an important strategic tool for service marketers to attract new customers or to entice them to use their service during off-peak times. To establish long-term relationships it is crucial for firms to understand when and why these customers are willing to return at regular prices. Using a discrete emotions approach, we propose that this depends on the specific positive emotion elicited by this price situation. The results of a field study with 803 customers indicate that the distinct agency attributions associated with getting a discount trigger different emotions (pride, gratitude, relief, surprise) that distinctively affect post-purchase intentions.