One possible reason as to why consumers respond to sales is that by displaying a "high" regular price and a "low" sale price, sales provide consumers with a reference point to interpret the prices being offered.

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Sales often create a reference point for consumers to compare prices and assess the value of a product. The perception of getting a discount or a good deal can also be a motivating factor for consumers to make a purchase.

One Possible Reason as to Why Consumers Respond to Sales