To reduce food waste at the retail and personal consumption stages, discounts are offered in retail channels to encourage consumers to buy goods that are less attractive or close to their expiry dates. While discounts can encourage consumers to accept and purchase suboptimal foods, previous studies find that low prices or price discounts will make consumers produce positive or negative perceptions of product values. Consumers may increase their purchase intentions due to price concessions, but will think that price reductions are caused by quality degradation and thus reduce their purchase intentions. Additionally, the literature rarely explores the interaction between original prices of suboptimal products and discount presentation modes. This study thus contends that the interaction between original prices of goods and discount types will lead to significant differences in consumers' attitudes and purchase behavior toward suboptimal products. For research goals, this study employed a full factorial between‐subjects experiment designed with 2 original prices (High and Low) × 2 discount presentation modes (Discount percentage and Discounted price). An anonymous web-based questionnaire posted on the popular PTT forum and in Facebook and Instagram related communities is used to collect the data, and then a total of 328 valid questionnaires were finally collected. The findings indicate that attitudes and purchase intentions toward suboptimal food with a low original price is significantly higher than that of a high original price. Among the interaction effects, the means of attitudes and purchase intentions on the level of the low original price of suboptimal foods presented by discount percentage are higher the other three types. For the high original prices of suboptimal foods, the means of attitudes and purchase intentions on the level of discounted price are higher than for discount percentage. Based on these findings, this study demonstrates that consumer attitudes and purchase decision-making toward suboptimal foods are shaped by original prices and discount presentation modes. In Asia-Pacific countries such as Taiwan, consumers are price-sensitive but once a food item belongs to the category of suboptimal foods, their perceptions of discounts become different. Consumers’ attitudes toward that food and their willingness to buy may be moderated by the high or low original price of suboptimal food with the levels of discount presentation mode. Thus, based on the analysis and results of this study, we offer fresh findings and make both theoretical and managerial contributions to the related field of suboptimal food marketing and price discounts.

본 연구는 매년 발생 건수가 증가하고 있는 아동학대 신고를 증진시킬 수 있는 방안을 탐색하기 위해 이루어졌다. 이를 위해 아동학대 네 가지 유형별(신체 vs. 방임 vs. 성 vs. 정서)로 4개 씩 총 16개의 아동학대 사례를 구성한 후, 각 유형별로 아동학대라고 지각하는 수준이 다른지를 확인하였다. 이어서 아동학대 유형별(신체 vs. 방임 vs. 성 vs. 정서), 성별(남 vs. 여), 그리고 아동학대 신고에 대한 해석수준(저 수준 vs. 고 수준)이 아동학대 신고의도에 미치는 효과도 검증해 보았다. 결과적으로 참가자들은 아동학대의 모든 유형을 아동학대라고 지각하였음에도 불구하고, 아동 학대 신고의도에서는 요인별로 차이를 보였다. 구체적으로 신체적 학대와 방임에 대한 아동학대 신고의도는 남녀 간 차이가 없었지만, 성적 학대와 정서적 학대에서는 여성의 신고의도가 남성의 신고의도보다 강했다. 또한 아동학대 신고를 왜 해야 하는지와 관련된 고수준 해석을 할 때보다 아동학대를 어떻게 해야 하는지와 관련된 저수준 해석을 할 때가 아동학대 신고의도가 강했다. 본 연구는 성별에 따라 강조점이 다른 아동학대 교육 콘텐츠 및 홍보물 제작, 아동학대 신고에 대한 저수준 해석을 적용한 교육에 시사점을 준다.