A Discount Added Is an Obstacle Created: the Impact of Multiple Discounts on Consumer Decisions

Numerous and complicated forms of discounts are becoming ubiquitous in promotion activities. Compared to a single discount, multiple discounts refer to a promotion package with more than three discounts, for example, Harris Teeter, an American supermarket chain, provides triple coupons; Double Eleven Shopping Carnival in China adopted multiple discounts for several years, e.g.,“￥100 off”, “￥20 coupon” and “Additional ￥5 off”. Researchers have...