Consumers use of price promotions: a model and its potential moderators

Abstract

In the context of consumers’ use of price-oriented promotions, a multidimensional model, which follows a cognitive–affective-behavior pattern was proposed. This model integrates all the aspects of how and why consumers use sales promotions and specifies the linkage between consumers’ beliefs, attitude and behavior. The cognitive component of the pattern included two dimensions: (a) the overall evaluation of the benefits triggered by the use of the promotion and (b) the information search about the potential price promotions. It is posited to influence the degree of liking of specific price promotions as well as the liking of deals in general. This affective component is then posited to influence behavioral intentions towards price promotions and stockpiling. A structural equation modeling analysis (SEM) offers relatively strong support for the expected paths. Moreover, the potential influences on this pattern of consumers’ traits are included. Busyness, variety seeking, perceived financial wellness, market maven and brand loyalty are posited to have specific influences on the three components of the pattern. Results are presented and discussed.