Uncertain Price Promotions Versus Sure Discounts (Gaertig & Simmons 2025) | FT50 JCR

English Podcast Start at 00:00:00Bengali Podcast Start at 00:42:21Hindi Podcast Start at 00:49:38🎙️✨ Welcome to “Revise and Resubmit” — the podcast where bold research meets big questions, and where academic brilliance is served with a twist of curiosity! 📚🎧Today, we’re diving headfirst into a whirlpool of uncertainty, marketing magic, and human psychology. 🌀💸 Picture this: You’re shopping online. A product pops up with a 25% discount. Nice. But wait—another offer says you might get it for free! 🎁🎲 Which one would you pick? And more importantly... why?In this episode, we explore the electrifying research by Celia Gaertig and Joseph P. Simmons, published just days ago — June 20th, 2025 — in the prestigious, FT50-listed Journal of Consumer Research, brought to us by Oxford University Press. 🏛️📈Their paper, “Why (and When) Are Uncertain Price Promotions More Effective Than Equivalent Sure Discounts?”, shakes up what we thought we knew about consumer choices. Through five robust studies with nearly 9,000 participants, the authors reveal a powerful insight: probabilistic promotions only outperform sure discounts when those sure deals feel small — not necessarily when they are small. 📊🤔Turns out, your brain doesn’t just crunch numbers; it feels them. If a discount seems puny — especially when surrounded by bigger ones or framed differently — uncertainty suddenly becomes a lot more appealing. Like a scratch-off ticket at checkout, it’s not about logic; it’s about the thrill. 🎉🧠💥So, here’s the million-dollar question 🧩💭:If consumers don’t always choose based on value, but on how that value feels… are marketers really selling products, or are they selling perceptions?A massive thank you to the authors Celia Gaertig and Joseph P. Simmons, and to the Oxford University Press, for making this phenomenal research accessible. 🙏👏🚀 If you enjoyed this episode, don’t forget to subscribe to Revise and Resubmit on Spotify and our YouTube channel Weekend Researcher. You can also catch us on Amazon Prime and Apple Podcast — because great research deserves a front-row seat in your playlist. 🎧📱💡Stay curious. Stay scholarly. And until next time… keep revising and resubmitting! 🔁✍️ReferenceCelia Gaertig, Joseph P Simmons, Why (and When) Are Uncertain Price Promotions More Effective Than Equivalent Sure Discounts?, Journal of Consumer Research, 2025;, ucaf036, https://doi.org/10.1093/jcr/ucaf036‌Youtube Channel⁠https://www.youtube.com/@weekendresearcher⁠Support us on Patreonhttps://patreon.com/weekendresearcher