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Heterogeneity of deal proneness: Value-mining, price-mining, and encounters

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  • Kwon, Kyoung-Nan
  • Kwon, Yoo Jin

Abstract

This study uncovers the heterogeneity of deal proneness in relation to the cost of deal shopping (e.g., time and effort) and shopping capital (i.e., skills and expertise in shopping). The possession of shopping capital determines the cost of deal shopping and how consumers take advantage of deals. Findings of in-depth interviews include: (1) different types of deal shopping—value-mining, price-mining, and encounters, (2) strategies of deal-prone consumers with a high level of shopping capital—creating shortcuts, prospective thinking, and engineering deals, and (3) the sources of deal gratification that result from different goals of deal-prone behaviors.

Suggested Citation

  • Kwon, Kyoung-Nan & Kwon, Yoo Jin, 2013. "Heterogeneity of deal proneness: Value-mining, price-mining, and encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 182-188.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:2:p:182-188
    DOI: 10.1016/j.jretconser.2012.11.006
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    References listed on IDEAS

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    Cited by:

    1. Xu, Lina & Roy, Abhijit, 2022. "Cashback as cash forward: The serial mediating effect of time/effort and money savings," Journal of Business Research, Elsevier, vol. 149(C), pages 30-37.
    2. Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J. & Barrales-Molina, Vanesa, 2014. "Profiling the flyer-prone consumer," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 966-975.

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