The Impact of Certain and Uncertain Store Promotions on the Decision-Making Process in Product Choices

This article reports on the impact of store promotions on a consumer's decision-making process concerning product choices. The author discusses various reports that support the claim that store promotions presented at the beginning of a consumer's shopping trip influence the consumer'...

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Bibliographic Details
Main Authors: CHEN, Cathy Yi, Zhang, Shi
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2006
Subjects:
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1285
https://www.acrwebsite.org/volumes/12268/volumes/v33/NA-33
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Institution: Singapore Management University
Language: English
Description
Summary:This article reports on the impact of store promotions on a consumer's decision-making process concerning product choices. The author discusses various reports that support the claim that store promotions presented at the beginning of a consumer's shopping trip influence the consumer's affective states during the trip. Researchers attempted to examine the impact of promotions which would make consumers feel positive. The author described the experiment as an investigation into the extent of a consumer's systematic decision making by comparing the impact of future importance on the choice decision.