Year: 2024
Type: article
Abstract: Mathematics anxiety, an emotional state resulting in negative responses to math problems and numerical information, has been extensively studied in educational psychology. Research on the impact of math anxiety on consumer purchase decisions, however, is still in its nascent stages. This paper examines the interaction between math anxiety and different promotion framing formats on consumers’ perceived savings, price acceptability, and purchase decisions. Across two studies, we demonstrate that consumers with varying levels of math anxiety respond differently to various promotion frames: a gain versus a reduced loss and a single discount versus multiple discounts. We further show that consumers with insufficient math ability may experience negative affect and heighten math anxiety, particularly when faced with numerical and arithmetic tasks commonly encountered while shopping.
Source: Marketing Letters
Authors: Peter Andersen, Fei L. Weisstein, Kent B. Monroe
Language: English
Subfield: General Decision Sciences
Field: Decision Sciences
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,090
OpenAlex ID: W4396589285