... discounts and economically equivalent multiple-percentage discounts, which extends prior literature on behavioral decision-making and numeracy literature (Tiede et al., 2022). From a practical perspective, our research can help marketers develop appropriate formats for percentage discounts...

... or percentages, the predominant practice in marketing is to use the latter. As the influence of such presentation formats is not well understood, the purpose of this paper is to systematically examine their effects while taking into account the numerical ability (numeracy) of the consumers. Design/methodology...