The psychology of discounting - something doesn't add up
Consumers often struggle to realise, for example, that a 50% increase in
quantity is the same as a 33% discount in price. They overwhelmingly
assume the former is better value. In an experiment, the researchers
sold 73% more hand lotion when it was offered in a bonus pack than when
it carried an equivalent discount (even after all other effects, such as
a desire to stockpile, were controlled for)
