Moderating Effects of Sales Promotion Types
Document title: Moderating Effects of Sales Promotion Types
Journal: BAR - Brazilian Administration Review
Database:
System number: 000552916
ISSN: 1807-7692
Authors: 1
2
3
3
2
Institutions: 1Escola Superior de Propaganda e Marketing, Sao Paulo. Brasil
2Universidade do Vale do Rio dos Sinos, Sao Leopoldo, Rio Grande do Sul. Brasil
3Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre, Rio Grande do Sul. Brasil
Year:
Volumen: 12
Number: 2
Pages: 169-189
Country: Brasil
Language: Inglés
Document type: Artículo
English abstract This paper aims to analyze the influence sales promotion types have on the relationship between perception of financial risk and perception of utilitarian and hedonic value on consumer purchase intentions. To this end, an experiment was conducted involving 589 participants divided into two groups defined by distinct scenarios in which the sales promotion type (monetary vs. non-monetary) was manipulated. The working hypotheses predicted a direct and positive relationship between the perception of (hedonic and utilitarian) consumption value and purchase intention for a promoted product and a negative relationship between the perception of consumption value and the perception of financial risk. In addition, it was supposed that the sales promotion type would moderate these direct relationships and that a monetary promotion would have a stronger effect on the relationship between purchase intention and perceived product utility, whereas a non-monetary promotion would have a stronger effect on the other relationships (hedonic value and financial risk perceptions). Analysis of the outcomes supported the proposed hypotheses.
Disciplines: Economía
Keyword: Condiciones económicas
Keyword: Sales promotion,
Hedonic perception,
Utilitarian perception,
Financial risk perception,
Economic conditions
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