Abstract
The study is designed to answer a question: Can competitors override the effect of attraction that a particular firm’s product has been experiencing? The study demonstrates that sale promotions, particularly discount and rebate, could lead to the alteration of attitude. Data are analyzed by employing Amos 22.0 and SPSS 21.0. The findings are not far from the expectation, that after the promotion of the competitor’s product, the attraction effect is no longer remaining. The customers’ intention to buy the product promoted obviously increases. In addition, hypotheses relating with attraction effect and theory of planned behavior are supported.
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