主讲人简介：Kao Si is associate professor of marketing at the University of Macau. His research interests include judgment and decision making, consumer behavior, and organization. His work appears in journals in business, psychology, and economics, including Organization Science, Journal of Personality and Social Psychology, Journal of Economic Behavior and Organization, Research Policy, among others.
讲座简介：Past research suggests that when product performance falls below expectations, consumer satisfaction is higher when the product’s price is low rather than high, as explained by the expectation–disconfirmation model and consumer perceptions of value for money. Contrary to this view, we show that consumers who pay lower prices through discount coupons exhibit heightened sensitivity to product or service failures, such that they give lower satisfaction evaluations in response to those incidents than consumers who pay full prices. Across a series of experiments, we provide causal evidence for this effect, uncover its underlying psychological mechanism, and examine key moderating conditions under which this effect is attenuated or reversed.