document: Acceptance of a price discount : the role of the semantic relatedness between purchases and the comparative price format Two studies are reported where people are asked to accept or not a price reduction on a target product . In the high -LRB- low -RRB- relative saving version , the regular price of the target product is low -LRB- high -RRB- . In both versions , the absolute value of the price reduction is the same as well as the total of regular prices of planned purchases . As first reported by Tversky and Kahneman -LRB- 1981 -RRB- , findings show that the majority of people accept the price discount in the high-relative saving version whereas the minority do it in the low one . In Study 1 , findings show that the previous preference reversal disappears when planned purchases are strongly related . Also , a previously unreported preference reversal is found . The majority of people accept the price discount when the products are weakly related whereas the minority accept when the products are strongly related . In Study 2 , findings show that the classic preference reversal disappears as a function of the comparative price format . Also , another previously unreported preference reversal is found . When the offered price reduction relates to a low-priced product , people are more inclined to accept it with a control than a minimal comparative price format . Findings reported in Studies 1 and 2 are interpreted in terms of mental accounting shifts
doc_bio_tags: O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O B I O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O B I I O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O B I I
extractive_keyphrases: preference reversal mental accounting shifts planned purchases comparative price format
abstractive_keyphrases: price discount acceptance semantic relatedness hypothesis high relative saving version low relative saving version low-priced product