Abstract
Previous research has shown that personal qualities and shopping situations affect choice of consumer impulse buying behavior during sales promotion. When implementing a price reduction, retailers tend to favor one practice over the other. Yet how different implementations of a price promotion influence consumer impulse buying behavior has been insufficiently studied. Here, we framed a price reduction in the amount of money versus percentage on products to investigate how the underlying mechanism (anticipated regret) influences likelihood to impulse buying. Compared with percentage-off presentation, the findings indicate that presentation shown at the amount of money leads to higher anticipated regret and consumer impulse buying intention. We also find that the price level of product is the boundary condition, which plays a moderating role.
Highlights
As a result of their ability to stimulate sales in the short run, the use of price-based promotions has risen steadily
When we are faced with different promotional price information, such as “the original price is ¥150, for ¥120 ” or “the original price is ¥150, for 20% discount ”, which one makes you feel more regretful and have shopping impulse for not buying it? Promo-How to cite this paper: Zhou, H. and Gu, Z. (2015) The Effect of Different Price Presentations on Consumer Impulse Buying Behavior: The Role of Anticipated Regret
Theoretical Contribution Our study investigates the mechanism about the impact of different price promotion incentives on consumer impulse buying behavior from the perspective of anticipated regret
Summary
As a result of their ability to stimulate sales in the short run, the use of price-based promotions has risen steadily. Managers make decisions related to promotion depth and decide how to frame the discount, in order to increase consumers’ impulse buying. When we are faced with different promotional price information, such as “the original price is ¥150, for ¥120 ” or “the original price is ¥150, for 20% discount ”, which one makes you feel more regretful and have shopping impulse for not buying it? (2015) The Effect of Different Price Presentations on Consumer Impulse Buying Behavior: The Role of Anticipated Regret. As a result of it, how will different price promotion presentations impact on consumers’ impulse buying behavior, and how does it work through? The purpose of this study is to investigate how the framing presentation of price promotion influences consumers’ anticipated regret of promotions and their impulsive purchase As a result of it, how will different price promotion presentations impact on consumers’ impulse buying behavior, and how does it work through? the purpose of this study is to investigate how the framing presentation of price promotion influences consumers’ anticipated regret of promotions and their impulsive purchase
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