Akshay Rao, PhD

Akshay Rao, PhD, professor of marketing at University of Minnesota Carlson School of Management, Minneapolis. He has coauthored two papers on consumers’ misinterpretations of percentage discounts. CarlsonSchool.umn.edu

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Discounts That Actually Cost You Money

Consumers often misjudge the benefits of promotional offers, especially when percentages are involved and even when they think they are being wary.