Discounting Humanity: When Consumers are Price Conscious, Employees Appear Less Human

Consumers are frequently bombarded with a myriad of marketing tactics. One tactic regularly employed by thrift‐oriented brands is to highlight low prices, discounts, and sales promotions. When consumers encounter these low‐price signals, they may adopt a price conscious mentality, that is, a singular focus on getting the cheapest deal. A price conscious mentality is likely beneficial for consumers, as it helps them save money. However, it is...