Title

The Impact of Certain and Uncertain Store Promotions on the Decision-Making Process in Product Choices

Publication Type

Journal Article

Publication Date

2006

Abstract

This article reports on the impact of store promotions on a consumer's decision-making process concerning product choices. The author discusses various reports that support the claim that store promotions presented at the beginning of a consumer's shopping trip influence the consumer's affective states during the trip. Researchers attempted to examine the impact of promotions which would make consumers feel positive. The author described the experiment as an investigation into the extent of a consumer's systematic decision making by comparing the impact of future importance on the choice decision.

Discipline

Advertising and Promotion Management | Marketing

Research Areas

Marketing

Publication

Advances in Consumer Research

Volume

33

First Page

526

Last Page

526

ISSN

0098-9258

Publisher

Association for Consumer Research