Figure 13 Aug 2026From “The discount outlives the deal it was meant to close”

The walk-back costs more than the concession earned

How strongly quantity responds when a B2B customer buys above the benchmark of their last paid price, against buying below it. The bars show absolute size; the signs are opposite.

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Figure 1The walk-back costs more than the concession earned

Source: Bruno, Che & Dutta (2012), Table 4, Model 1 (in-text values, p. 650) — standardized coefficients, quantity equation, transaction records of one UK industrial timber supplier. Directional evidence from one homogeneous-product setting; the authors note (fn. 10) that unobserved lost sales mean loss aversion “may plausibly be stronger” than these estimates. Not a portable multiplier.

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A BCD12-C3 Quantity-equation LOSS −1.32 (SE .17) vs GAIN .348 (SE .15), standardized: loss aversion, direction only (BCD12-X1)bruno-che-dutta-2012-reference-price-b2b
A BCD12-C9 The sample, counted in the paper: "the number of customers in our final data set is 135, and the number of salespeople is 33. We use a total of 10,614" transactions, for products each customer bought "at least ten times in the two-year period"bruno-che-dutta-2012-reference-price-b2b

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

Pricing & revenue architecture

The discount outlives the deal it was meant to close

Buyers benchmark the last price paid; sellers anchor on their last concession; the quarter end manufactures both. What is measured, and what is folklore.

3 Aug 2026

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APA 7

Isoglu, S. (2026). The walk-back costs more than the concession earned [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-the-discount-that-outlives-the-deal-fig01/

BibTeX

@misc{isoglu-2026-the-discount-that-outlives-the-deal-fig01,
  author = {Isoglu, Sinan},
  title = {{The walk-back costs more than the concession earned}},
  year = {2026},
  howpublished = {Figure 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-the-discount-that-outlives-the-deal-fig01/},
  note = {From the essay {The discount outlives the deal it was meant to close}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-the-discount-that-outlives-the-deal-fig01/">
    <img src="https://isoglu.com/social/isoglu-2026-the-discount-that-outlives-the-deal-fig01.png" alt="Figure 1: The walk-back costs more than the concession earned" width="3200" height="2400">
  </a>
  <figcaption>Figure 1: The walk-back costs more than the concession earned. Source: Bruno, Che &amp; Dutta (2012), Table 4, Model 1 (in-text values, p. 650) — standardized coefficients, quantity equation, transaction records of one UK industrial timber supplier. Directional evidence from one homogeneous-product setting; the authors note (fn. 10) that unobserved lost sales mean loss aversion “may plausibly be stronger” than these estimates. Not a portable multiplier. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-the-discount-that-outlives-the-deal-fig01/">View exhibit</a>.</figcaption>
</figure>