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245	1		_aRealtional price discounts : _bconsumers' metacognitions and nonlinear effects of initial discounts on customer retention / _cM. J. del Rio Olivares, Kristina Wittkowski, Jaakko Aspara, Tomas Falk & Pekka Mattila.
240	1		_aJournal of Marketing
100			_a82
100			_d1
700			_a1/1/2018
700	0		_a115-131
110			_aArticle
260			_aEnglish : _b,
250			_arelational price discounts ; marketplace metacognition ; customer retention ; nonlinear effects ; price promotions
300			_aPractitioners increasingly employ relational price discount by granting initial discounts to new customers with the goal of building sustainable relationships. However, extant research has provided mixed findings on the long-term effects of initial discounts on customer retention. The current research aims to reconcile this mixed evidence by exploring nonlinear effects of initial discounts on customer retention. Drawing on marketplace metacognition theory, the authors hypothesize that moderate initial discounts (5% - 35%) have positive effects on customer retention, whereas low (<5%) and high (>35%) discounts have negative effects. Two large-scale field studies in an insurance company`s car insurance branch and property insurance branch provide empirical support for the hypothesized patterns. An additional laboratory experiment tests the psychological mechanism underlying the nonlinear effects. When compared with low and high discounts, moderate initial discounts lead customers to form higher expectations of future relational benefits provided by the firm, as well as to lower their expectations of future discounts. Finally, this research offers customer lifetime valueimplications based on the depicted findings.
942			_2lcc _cpr _ajpascua _b2020-11-03 17:33:56 _djpascua _e2020-11-03 17:33:56
943			_b0 _c0 _d0 _e1 _f0 _g0 _h0 _i0 _j0
998			_a11603
999			_c11501 _d11501