Responses to Consumer Sales Promotions: Consumer Self-Regulation as a Moderator
DOI:
https://doi.org/10.51983/arss-2019.8.S1.1496Keywords:
Consumer Sales Promotions, Consumer Self-Regulation, Consumer ResponsesAbstract
This conceptual paper talks about the different consumer sales promotion tools and its effect on the various consumer responses. The study points out the positive relationship between consumer sales promotions and consumer responses. Apart from that, the study focuses on the moderating influence of the consumer self-regulation on the relationship between consumer sales promotions and consumer responses. This paper explains how consumer sales promotions create varying relationship with consumer responses based on the self-regulating trait of the consumer. The review of the research includes classification of consumer sales promotions into monetary and non-monetary tools and also the responses such as purchase acceleration, approach/avoidance behaviours, repurchase intention and WOM intention.
References
Babin, B. J., & William, R. D. (1995). Consumer Self-Regulation in a Retail Environment. Journal of Retailing, 47-70.
Bagozzi, R. P. (1986). Principles of Marketing Management. Chicago: Science Research Associates, Inc.
Bitner, M. J. (1992). Servicescapes: The Imapct of Physical Surroundings on Customers and Employees. Journal of Marketing, 57-71.
Blattberg, R. C., & Neslin, S. A. (1990). Sales Promotion: Concept, Methods and Strategies. Upper Saddle River, NJ: Prentice Hall.
Blattberg, Robert, C., Gary , D. E., & Joshua Lieberman. (1981). A Theoretical and Empirical Evaluation of Price Deals for Consumer Durables. Journal of Marketing, 116-29.
Campbell, L., & Diamond, W. D. (1990). Framing and Sales Promotions: The Characteristics of a Good Deal. Journal of Consumer Marketing,7(4), 25-31.
Chakraborty, G., & Cole, C. (1991). Coupon characteristics and brand choice. Psychology and Marketing, 8, 145-159.
Consumer Sales Promotions. (2018). From Types of Sales Promotion Tutorial. Retrieved from KnowThis.com: https://www.knowthis.com/types-of-sales-promotion/consumer-sales-promotions
Donovan, R., & Rossiter, J. (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing, 58, 34-57.
Gilbert, D. C., & Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: a consumer view. International Journal of Retail & Distribution Management, 315-322.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of Retailing, 74(3), 331-352.
Hoffman, K. D., & Turley, L. (2002). Atmospherics, service encounters and consumer decision making: An integrative perspective. Journal of Marketing Theory and Practice, 33-47.
Hunt, K. A., Keaveney, S. M., & Lee, M. J. (1995). Involvement, attributions, and consumer responses to rebates. Journal of Business and psychology 9(3), 273–297.
Kalwani, M. U., Yim, C. K., Rinne, H. J., & Sugita. (1990). A price expectations model of consumer brand choice. Journal of Marketing Research, 27, 251-262.
Kassarjin, H. (1971), (November), Personality and Consumer Behavior. Journal of Marketing Research, 409-418.
Krishna, A., Currim, Imran, S., & Shoemaker, R. (1991), (April), Consumer perceptions of promotional activity. Journal of Marketing, 55, 4-15.
Kuhl, J. (1986). Motivation and Information Processing: A New Look at Decision Making, Dynamic Change, and Action Control. In R. M. Higgin, Handbook of Motivation and Cognition: Foundations of social Behavior, 404-434.
Kuhl, J. (1992, April). Recurrent Issues in Self-regulation Research: A Rejoinder. Applied Psychology; An International Review, 41,160-l 73.
Lamsal, M., & Tamang, S. (2004). Emerging trends of marketing in Nepal. New Business Age, 7(1), 15-20.
Lattin, J. M., & Bucklin, R. (1989), (August), Reference effects of price and promotion on brand choice behavior. Journal of Marketing Research, 26, 299-310.
Robert LaRose, Matthew S, & Eastin. (2002). Is Online Buying Out of Control? Electronic Commerce and Consumer Self-Regulation. Journal of Broadcasting & Electronic Media, 46(4), 549-564.
Scott, A. N., Caroline Henderson, & John Quelch. (1985). Consumer Promotions and the Acceleration of Product Purchases. Marketing Science 4(2), 147-165.
Sherman, E., & Smith, R. B. (1986). Mood states of shoppers and store image: Promising interactions and possible behavioural effects. In P. A. (Ed.), Advances on consumer research (14), Provo, UT:. Association for Consumer Research.
Shoemaker, & Robert, W. (1979). An Analysis of Consumer Reactions to Product Promotions. In Neil Beckwith, Michael Houston, Robert Mittelstaed, Kent Monroe, & Scott Ward (eds.), Educators’ Conference Proceedings 244-248. Chicago: American Marketing Association.
Tanner, J. F., & Dennis Pitta. (2009). Identifying and Creating Customer Value. Special session presentation, Summer Educators’ Conference. Chicago.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
Verplanken, B., & Sato, A. J. (2011). The Psychology of Impulsive Buying: An Interagative Self-regulation Approach. Journal of Consumer Policy, 34, 197-210.
Vohs, K. D., & Baumeister, R. F. (2004). Understanding self-regulation: An introduction. In R. F. Baumeister, & K. D. Vohs (Eds.), Handbook of self-regulation: Research, theory, and applications (1–9). New York: Guilford.
Vohs, K. D., Baumeister, R. F., & Tice, D. M. (2008b). Self-regulation: Goals, consumption, and choices. In Haugtvedt, Herr, & Kardes (Eds.), Handbook of consumer psychology, 349-366.
Vohs, K. D., Baumeister, R. F., Schmeichel, B. J., Twenge, J. M., Nelson, N. M., & Tice, D. M. (2008a). Making choices impairs subsequent self-control: A limited-resource account of decision making, self regulation, and active initiative. Journal of Personality and Social Psychology, 94, 883–898.
Wilson, R. Dale, Larry M. Newman, & Manoj Hastak. (1979). On the Validity of Research Methods in Consumer Dealing Activity: An Analysis of Timing Issues. In Educators’ Conference Proceedings, 41-46. Chicago: The American Marketing Association.
Wundt, W. (1905). Grundriss der psychologic. Leipzig: Wilhelm Engelmann.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 The Research Publication
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
