Meta-Analysis of the Long- and Short-Term Effects of Sales Promotions on Consumer Behavior

Fernando de Oliveira Santini · Valter Afonso Vieira · Cláudio Hoffmann Sampaio · Marcelo Gattermann Perin

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Consumer Market Behavior and Pricing Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

This article presents a meta-analysis aiming to assess the short- and long-term effects of sales promotions on consumer behavior. We found 221 studies addressing this relationship. Our final sample provided 139 observations. First, the results revealed a significant relationship between sales promotion and both purchase intentions and sales volume. Second, we identified significant and positive connections with brand loyalty, perceptions of quality, consumer attitudes, and switching costs for consumers. Third, we noted that the sample type, the number of promoted products and sample size partially moderated the relationship between sales promotion and short/long-term effects.

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References

1988Statistical Methods for Meta-Analysis 1979The file drawer problem and tolerance for null results.2015Methods of Meta-Analysis: Correcting Error and Bias in Research Findings 1986Statistical Methods for Meta-Analysis.1977Marketing Research: Methodological Foundations 1996Measuring Brand Equity Across Products and Markets 1991Managing brand equity : capitalizing on the value of a brand name.1983Advances in Consumer Research

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