Purpose: The purpose of this paper is to compare the impact of different multi-unit promotions (MUPs) and a single-unit promotion (SUP) on store-level sales and consumer-level purchase probability and quantity decision. Design/methodology/approach: The paper combines two empirical studies. Study 1 applies a hierarchical multiplicative model to store-level sales data for four product categories provided by a large Dutch retail chain. Study 2 presents a laboratory experiment in which the quantity requirements of the two focal MUP frames are manipulated to assess their impact on consumer purchase decisions. Findings: The paper provides empirical evidence for the superiority of the “X for $Y” above “X + N free”, which confirms the hypotheses based on prospect theory, mental accounting and theory about gift-giving. Quantity requirements of four to five units show the largest effects. In addition, the superiority of the “X for $Y” frame holds for functional product categories, but not for the hedonic categories. Practical implications: The paper provides managerial insights into the relative effectiveness of alternative MUPs and an SUP and how this promotional effectiveness depends on the type of product category and quantity requirements. Originality/value: This paper combines actual sales data and experimental data. This “mixed approach” extends existing knowledge by comprehensively evaluating two MUP frames, namely, “X + N free” and “X for $Y” promotions, and an SUP.

Addressing the demands of our aging society, technologies such as smart home systems enhance older adults' independence and enable them to live longer at home. Yet, older adults tend to avoid, delegate, or defer decisions, and smart home systems are rarely used by individuals over the age of 65. Drawing on research on choice overload and age labels, we investigate across four studies how the presentation of smart home systems can influence the decision‐making process of older adults ages 65+ by mitigating choice complexity and, consequently, choice avoidance. We argue that age‐framing of complex systems makes the choice options easier to process for older adults than does price‐framing, the current market standard. We find that age‐framing positively affects the rate of choice, and we identify reduced choice complexity as the underlying process. Our research further demonstrates that family members, as important co‐deciders, evaluate decisions made on age‐framed alternatives more positively, thus making it easier for older adults to justify their decisions. We thus contribute to research on the decision‐making of older adults in general and on age labels in particular, and we identify important practical implications for providers of high investment products for older adults.

Approximately one-third of all food produced for human consumption is either lost or wasted. Given the central position of retailers in the supply chain, they have the potential to effectively reduce consumer food waste by implementing targeted interventions. To do so, however, they should target distinct consumer groups. In this research, we use a unique data set comprising the grocery shopping data of customers who use loyalty cards, complemented with food waste reports, to derive three distinct target groups: traditionals, time-constrained, and convenience lovers. Based on the general behavioral change literature, we discuss diverse target group-specific interventions that retailers can implement to reduce consumer food waste. Overall, we pave a research path to examine how retailers and marketing can effectively shift consumer behavior toward more sustainable food and shopping practices and assume responsibility within the food supply chain.