Price Promotions Are Inherently More Arousing for Interdependents

The ubiquity of promotions and price discounts has prompted much research to understand how consumers respond to deals. In this research, we present an affective perspective for why some consumers may be more deal prone than others. Specifically, we propose that for interdependents (vs. independents), chancing upon a deal leads to heightened arousal and greater purchase intention for the discounted product. We further propose that this effect...