Use it or lose it: purchase acceleration effects of time‐limited promotions

Praveen Aggarwal · Rajiv Vaidyanathan

150 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Abstract While researchers have examined the impact of retail promotions on purchase acceleration in the past, the distinction between time‐limited and time‐independent promotions has not been made in this context. In this paper, the authors report findings from two studies. In Study 1, it was found that promotions of short duration (time‐limited), such as store coupons, accelerate purchases, whereas promotions of longer duration (time‐independent), such as manufacturer's coupons, have no such impact. In Study 2, the impact of semantic cues was examined highlighting the time‐limited nature of promotions (such as ‘10 Hours Only Sale’), impact on purchase willingness, intent to search further for deals and attitudes towards the deal. Copyright © 2003 Henry Stewart Publications.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1992The Influence of Anticipating Regret and Responsibility on Purchase Decisions 1989The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping 1997Framing the Deal: The Role of Restrictions in Accentuating Deal Value 1985Consumer Promotions and the Acceleration of Product Purchases 1990The Role of Time in the Action of the Consumer 1989Unplanned purchasing: Knowledge of shopping environment and time pressure.

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