How rational thinking style affects sales promotion effectiveness

Yang, Bi and Anna S. Mattila, Anna S,(2020), How rational thinking style affects sales promotion effectiveness. , International Journal of Hospitality Management 84 (2020) 102335, UNSPECIFIED

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Abstract

Despite the widespread use of “buy one get one free” (BOGOF) and “multi-unit price” (MUP, e.g., buy two get 50% off, 2 for $Y/2) promotions in the hospitality industry, no prior research has compared their effectiveness. The current study examines consumers’ purchase intention as a function of (a) BOGOF vs. MUP promotions and (b) rational thinking style, which reflects the level of capability and enjoyment of thinking analytically and logically. The results indicate that people low in rational thinking style exhibited a higher purchase intention toward BOGOF (vs. MUP) promotions while their counterparts high in rational thinking style were indifferent across the two promotion types. Further, this study identifies an important boundary condition. When the amount of savings (e.g., buy 2, save $Y/2) is salient in the MUP promotion, consumers low in rational thinking style are equally attracted to both types of offers. Theoretical and managerial implications are discussed.
Keywords : Sales promotions Price framing Buy one get one free Multi-unit price promotion Rational thinking style, UNSPECIFIED
Journal or Publication Title: International Journal of Hospitality Management 84 (2020) 102335
Volume: 84
Number: UNSPECIFIED
Item Type: Article
Subjects: Manajemen
Depositing User: Yuwono Yuwono
Date Deposited: 19 Dec 2019 10:46
Last Modified: 19 Dec 2019 10:46
URI: https://repofeb.undip.ac.id/id/eprint/474

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