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Deal-prone consumers' response to promotion: The effects of relative and absolute promotion value

✍ Scribed by Devon DelVecchio

Publisher: John Wiley and Sons
Year: 2005
Tongue: English
Weight: 205 KB
Volume: 22
Category: Article
ISSN: 0742-6046
DOI: 10.1002/mar.20064

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✦ Synopsis

Increased use of promotions that target different market segments makes the study of consumer characteristics associated with the response to promotions more noteworthy. This article assesses the effect of a common segmentation criterion, consumer deal proneness, on consumers' responses to promotions of more and less relative and absolute value. The results of a pair of experiments indicate that dealprone consumers are sensitive to the value of a promotion relative to other available promotions only in a condition of high absolute dollar savings. The findings help integrate conflicting views of deal proneness into a framework in which deal proneness serves as a heuristic to limit or heighten processing of promotion-related information depending on the promotion environment.

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