When “low price” temptations prevail: the role of decision reversibility and product knowledge

Purpose In this research, we show how low-price temptations, a frequent trap used by devious advertisers, combine with consumers’ product knowledge and decision reversibility to steer behavior. Design/methodology/approach An experiment was conducted to examine the influence of two factors on consumers: (1) product knowledge (novice, snob and expert) and (2) decision reversibility (reversible and irreversible). Findings We found that individuals who consider themselves to be relatively knowledgeable may be more prone to temptation. Under irreversible conditions, snob consumers were more tempted than experts or novices. In reversible conditions, both novices and snob consumers were more vulnerable than experts. Originality/value This study extends knowledge of knowledge calibration and reversible decision-making, and suggests unethical advertisers might exploit consumer-friendly policies, such as return options, for their gain.