Enhancing Responsible Retailing:Cognitive Challenges in Double Discount Processing and Mitigation Strategies for Vulnerable Consumers

Consumers often miscalculate 40%+40% discounts, perceiving an 80% reduction instead of the actual 64%. This research reveals that lower working memory, such as in elderly consumers or when cognitive load is high, increases miscalculations. The paper develops interventions to mitigate errors and urges responsible retailing practices considering cognitive limitations.