Abstract
ABSTRACT Customized price promotions are often used as a strategic marketing tool by retailers/firms. This research examines the moderating roles of functional impulsivity (an individual trait) and promotion frame on the impact of customized price promotions on consumer responses. We also investigate the psychological mechanisms of emotional arousal and self-enhancement on deal response. Through four studies, our findings demonstrate preliminary evidence for the three-way interaction of customized price promotions (deal exclusivity), functional impulsivity, and promotion frame on perceived savings. Additionally, we provide evidence for the affective route (through psychological mechanisms) by which deal exclusivity can influence consumer responses.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
