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

• Main Authors: CHEN, Cathy Yi, Zhang, Shi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2006
• Subjects: Advertising and Promotion Management; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1285; https://www.acrwebsite.org/volumes/12268/volumes/v33/NA-33
• Institution: Singapore Management University

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.