Call for Articles: “The Dark Side of Discounts"

This edition explores “The Dark Side of Discounts”, examining when selling more starts costing a brand. While discounts and promotional offers can drive sales, attract new customers, and create a sense of urgency, their overuse can have unintended consequences. From consumers delaying purchases in anticipation of the next sale to brands struggling to maintain their perceived value, discounting can gradually reshape purchasing behaviour and weaken brand equity. This edition explores the psychology behind discounts, the habits they create, and the long-term costs of competing on price. Themes: 1. The Discount Addiction Why do consumers wait for sales instead of buying at full price? Explore how frequent discounts shape purchasing behaviour, condition customers to expect lower prices, and influence when and how they buy. 2. Buy One, Get One... What makes a deal feel irresistible? Examine the psychology behind promotional offers, perceived value, urgency, and the appeal of getting more for less. Discover how these tactics influence consumer decisions and whether the perceived savings always translate into real value. 3. When Deals Destroy Brands Can a brand discount its way to success without paying the price later? Explore how excessive discounting can erode premium positioning, weaken brand perception, reduce customer loyalty, and turn price-sensitive buyers into deal-dependent consumers. In a market where every sale promises a win, the real question is whether discounts are building lasting customer relationships or simply bringing purchases forward at the cost of brand value. We invite you to explore the fine line between a smart promotional strategy and a race to the bottom, and question what brands truly sacrifice when they compete on price. Share your insights. Shape the conversation. Submission Guidelines: Submit an article under any one of the three themes Mention the selected sub-theme at the beginning of your article and include a title for your article The article should be between 800 and 1,000 words Font: Times New Roman Font Size: 12 Submissions outside the prescribed themes will be disqualified Any form of plagiarism will lead to disqualification On the first page, include: A short author bio (30–50 words) A passport-size photograph Name of your institution Email ID Contact Number LinkedIn profile link UPI ID (for prize money disbursement) Images without a source or label will not be accepted Rules: Submission Deadline: 11:59 PM, 29 October 2026 Only college students are eligible to participate The use of AI tools will result in disqualification for the next five editions Submissions must be made in .doc or .docx format through Unstop only The article must be original and must not have been published elsewhere Any violation of the rules will result in disqualification