Publication Type
Conference Proceeding Article
Version
acceptedVersion
Publication Date
1-2006
Abstract
Various store promotions ranging from dollar-off discounts to sweepstakes can induce different affects among consumers. Built on recent studies on the uncertainty of incidental affect, this research examines how promotions differ in the feeling of uncertainty elicited, which, in turn, influence the decision-making process of product choices. Specifically, we demonstrate that “uncertain” promotions (e.g., sweepstakes) can increase the extent of systematic decision-making in a subsequent product choice relative to “certain” promotions (e.g., discount) when the choice is easy. But the pattern is reversed when the choice is difficult. The implications to the incidental affect and promotion research are discussed.
Discipline
Marketing | Sales and Merchandising
Research Areas
Marketing
Publication
Advances in Consumer Research
Volume
33
First Page
526
Last Page
526
ISSN
0098-9258
Publisher
Association for Consumer Research
Citation
CHEN, Cathy Yi.
The Impact of Certain and Uncertain Store Promotions on the Decision-Making Process in Product Choices. (2006). Advances in Consumer Research. 33, 526-526.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2458
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://www.acrwebsite.org/volumes/v33/naacr_v33_12.pdf