It has to be ME (not YOU): the role of competitive message on the effectiveness of sales promotion

Abstract

In the present study, we find that a restrictive message that limits the availability of the product amount (vs. purchasing time) is perceived as more competitive by consumers. Previous literature on gender difference suggests that men (vs. women) tend to respond more positively to competition in a competitive setting. Based on the previous findings on gender difference, we prove that gender has a moderating role in predicting more positive attitudes toward a competitively framed sales promotion. In addition, acquiring the products over competition may provide the consumer with a sense of triumph. Therefore, male consumers' desire to win might elicit a more positive attitude toward the product and higher purchase intention under a competitively framed sales promotion. As hypothesized, we also find that amount-limited sales promotions lead to a more positive attitude toward the products and a higher purchase intention for male customers who are more competitively inclined than women. However, no such effect was found in time-limited sales promotions.