Going it alone or together: the role of space between products on consumer perceptions of price promotions

Hyokjin Kwak*, Yuli Zhang, Marina Puzakova, Takeshi Moriguchi

*この研究の対応する著者

研究成果: Article査読

2 被引用数 (Scopus)

抄録

This research demonstrates that the existence (vs. nonexistence) of space between products on a retail shelf has a significant impact on the effectiveness of multiple vs. single unit price promotions. In particular, we establish the novel relationships between space and consumers’ distinctiveness motivations. As a result, we demonstrate that the existence of space reduces the effectiveness of multiple (vs. single) unit price promotions. We further uncover the relationships between no space and consumers’ relational thinking and show that no space enhances the effectiveness of multiple (vs. single) unit price promotions on consumer purchase intentions. Furthermore, we demonstrate important boundary conditions of the core interactive effect between space and multiple (vs. single) unit price promotions. That is, building on the notion that product variety decreases consumers’ distinctiveness motivations, we show that in the space context, the negative effect of multiple (vs. single) unit price promotion on purchase intentions is attenuated by product variety. We also demonstrate that product popularity diminishes the positive impact of no space on the effectiveness of multiple (vs. single) unit price promotion on purchase intentions.

本文言語English
ページ(範囲)1086-1114
ページ数29
ジャーナルInternational Journal of Advertising
39
7
DOI
出版ステータスPublished - 2020 10月
外部発表はい

ASJC Scopus subject areas

  • 通信
  • マーケティング

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