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PromoCodius Discount Psychology Research Unlocks Principles for Effective Promotion in 2024

Discounts and coupons hold a significant allure for consumers, tapping into deeper psychological motivations than just the desire to save money. While discounts can stimulate positive emotions and drive purchasing behavior, their impact on brand perception and profitability is nuanced. Understanding the underlying psychology and employing strategic discounting tactics are crucial for businesses to harness their power effectively which is proved by the research dedicated to the psychology of coupons.

Psychological Impact of Discounts

PromoCodius research has shown that receiving discounts triggers feelings of excitement, pleasure, and happiness among consumers. These positive emotions are often accompanied by a surge in oxytocin levels, leading to reduced stress and increased happiness post-discount. Consequently, discounts not only make consumers feel good but also empower them with a sense of agency in their purchasing decisions. These emotional responses can motivate consumers to seek out deals and ultimately convert, even if they were initially hesitant.

Statistics on Discount Psychology

PromoCodius statistics reveal compelling statistics on consumer behavior regarding discounts:


  • Nearly 70% of millennials actively seek deals before making a purchase.

  • Two-thirds of consumers are inclined to make a purchase if presented with a coupon, regardless of their initial intent.

  • 80% of respondents express willingness to try a new brand if offered a discount.

  • 48% of consumers avoid brands that do not offer discounts.


While discounts drive sales and consumer satisfaction, they can also impact a brand’s perceived value negatively if not utilized strategically.

Eight Discount Psychology Principles That Work in 2024

Talking about the realm of discounts and promotions, it becomes evident that their effectiveness extends far beyond mere price reductions. Considering the psychological value, PromoCodius experts define eight discount psychology principles tailored to the evolving landscape of 2024.


  1. The Rule of 100 (Percentage vs. Dollar Discounts): Research suggests that the perceived value of discounts varies based on the price of the item. For items under $100, percentage discounts are more appealing, while dollar discounts work better for items priced over $100.

  2. Understanding and Protecting Perceived Value: Discounting can influence perceived product and brand value. While discounts may increase perceived value for some products, they can diminish it for luxury items.

  3. Playing on Scarcity and Urgency: Creating a sense of scarcity and urgency through limited-time offers and low-stock promotions can leverage consumers’ fear of missing out (FOMO) to drive conversions.

  4. Font Size Manipulation: Adjusting font sizes to highlight the discount amount can influence consumers’ perception of the deal’s value, with smaller sale prices and larger discount sizes appearing more appealing.

  5. Ease of Computation: Discounts that are easily calculable are perceived as more significant and are more likely to drive purchasing behavior than complex offers.

  6. Price Ending Techniques: Prices ending in .99 are more attractive to consumers than those ending in .00, leveraging psychological pricing strategies to enhance perceived value.

  7. Monthly vs. Annual Payment Options: Offering monthly payment options can increase customer engagement and retention compared to annual plans, particularly in subscription-based businesses.

  8. Harnessing the Power of “Free”: The word “free” has a profound impact on consumer behavior, often leading to increased demand and emotional responses. Employing freebies strategically can attract and engage customers effectively.

Intelligent Discounting Strategies

While discounts can drive sales and customer satisfaction, excessive discounting can reduce profitability and erode brand perception, emphasizes Alisa Sklyarova, Project Manager at Promocodius. She adds, “Employing intelligent discounting strategies involves a meticulous consideration of factors such as profit margins, brand equity, and customer intent.”


Strategic discounting involves:


  • Tailoring discounts to specific customer segments based on their purchasing behavior and intent.

  • Balancing discounts to incentivize new customers while maintaining value for existing ones.

  • Avoiding over-reliance on discounts to prevent brand devaluation and price sensitivity.


By understanding the psychology of discounts and employing strategic pricing tactics, businesses can leverage discounts effectively to drive sales, enhance customer satisfaction, and protect brand value in the competitive marketplace.


PromoCodius is an online platform that offers current coupons, deals, and discounts for thousands of well-known and leading retailers. Founded in 2016. Operated in Ukraine, Czech Republic, Poland, Slovakia, Romania, Sweden, Denmark, Finland, Norway, Spain, Mexico, United States, Turkey.

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