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Can a Price Discount Backfire?

Business and IT
Human Factors and Psychological Sciences, Research

Swati Verma, assistant professor of marketing in the College of Business and Information Technology, has had one of her papers accepted to be published in the Journal of Business Research (JBR). JBR is an A level journal with a high impact factor of 11.3.

Article Abstract:

It is common to find add-on fees (e.g., convenience fee, resort fee, shipping fee) as well as a price discount in the same offer. This research examines the joint effects of add-on fees and price discounts to demonstrate that some price discounts may backfire. The rationale is that when a price discount is similar in magnitude to the add—on fee, it is likely to trigger attribution processes that make salient the negativity associated with the add-on fee. Initial studies show that the magnitude of the price discount matters in negatively impacting perceptions of add-on fee, and adversely impacts overall evaluations. Subsequent studies examine serial mediation effects and identify moderators of theoretical and practical interest. Across six studies, this research illustrates a novel and non-intuitive finding, that the presence of a price discount alongside an add-on fee may negatively impact fairness evaluations and purchase intentions.

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Use Your Cell Phone as a Document Camera in Zoom

  • What you will need to have and do
  • Download the mobile Zoom app (either App Store or Google Play)
  • Have your phone plugged in
  • Set up video stand phone holder

From Computer

Log in and start your Zoom session with participants

From Phone

  • Start the Zoom session on your phone app (suggest setting your phone to “Do not disturb” since your phone screen will be seen in Zoom)
  • Type in the Meeting ID and Join
  • Do not use phone audio option to avoid feedback
  • Select “share content” and “screen” to share your cell phone’s screen in your Zoom session
  • Select “start broadcast” from Zoom app. The home screen of your cell phone is now being shared with your participants.

To use your cell phone as a makeshift document camera

  • Open (swipe to switch apps) and select the camera app on your phone
  • Start in photo mode and aim the camera at whatever materials you would like to share
  • This is where you will have to position what you want to share to get the best view – but you will see ‘how you are doing’ in the main Zoom session.