How animated discount display increases online purchase intention: Moderated mediation via perceived discount depth and curiosity

While price framing is known to affect customers’ price perception, the impact of animated discount displays on their price perceptions and purchase intentions remains unclear. This study addresses this gap by examining how the animated (vs. static) discount display and its speeds affect hospitality consumers’ purchase intentions, uncovering the underlying mechanisms and boundary conditions. We find that a sufficiently slow (vs. fast) discount display significantly enhances purchase intentions as well as choice behavior. The animated discount effect is mediated by perceived discount depth and curiosity, with the need for cognitive closure moderating these mediating paths. However, the positive effect of the animated discount display is weakened when scarcity messages are present. Practical insights on leveraging the animated discount display to boost consumption are offered.