The Effect of Promotion Types on Consumers’ Purchase Decisions: From the Perspective of Construal Level Theory

Liu, Hongyan; Li, Aimei; Wang, Haizhong; Haiying, Wei

doi:10.3724/sp.j.1041.2012.01100

Cited by 10 publications

(7 citation statements)

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“…When individuals perceive a large psychological distance from the object, they are more willing to perceive and understand the object from the core, abstract and other perspectives, which is a high level of interpretation. When individuals perceive a small psychological distance from the object, they are more willing to perceive and understand things from the perspective of surface and specific external characteristics, which is a low level of interpretation (Liu et al, 2012). In the promotion situation, consumers may perceive greater time pressure, so they will perceive a close psychological distance between them and the goods.…”

Section: The Effect Of Time Pressure On Perceived Riskmentioning

confidence: 99%

Factors Affecting Chinese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce

Huang¹,

Suo²

2021

ASS

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From the perspective of consumers, this research studied four factors including price promotion, time pressure, interpersonal interaction and visual appeal influencing the impulse buying decision of live streaming e-commerce consumers in China. This research used a quantitative design by developing questionnaires to collect data through the convenience sampling approach from 477 Chinese users who has live streaming shopping experience in social commerce platform Taobao.com. within the past 1 year in Kunming, City. Structural Equation Model (SEM) was used to analyze the data and the hypotheses accordingly. The results confirmed that price promotion, time pressure (promotional time limit, perceived opportunity cost), interpersonal interaction (consumer-streamer interaction, consumer-consumer interaction) and visual appeal these six factors have a significantly positive effect on consumer impulse buying decision. Meanwhile, perceived risk was found negatively related to consumer impulse buying decision. Besides, price promotion and visual appeal played the most important role in influencing consumer impulse buying decision of live streaming than any other factors. Additionally, the results also show that the promotion, the perception of opportunity cost, the interpersonal interaction (the interaction between consumers and streamers, the interaction between consumers), and the visual appeal all have a significant negative impact on consumers' perceived risk. However, for time limit of time pressure, our research hypothesis that promotion time limit has a significant negative effect on consumers' perceived risk has not been verified. Finally, perceived risk was found plays a mediating role in the relationship between price promotion, perceived opportunity cost, interpersonal interaction, visual appeal and impulse buying decision. However, it did not play a mediating role in the effect of promotion time limit on impulse buying decision. The findings suggest that managers and merchants of live streaming e-commerce should make a reasonable price promotion plan and provide good visual experience for consumers, at the meantime, strengthen interpersonal interaction and try to reduce the purchase risk of consumers.

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Section: The Effect Of Time Pressure On Perceived Riskmentioning

confidence: 99%

Factors Affecting Chinese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce

Huang¹,

Suo²

2021

ASS

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“…Most prior studies only investigated utilitarian products (González et al ., 2016; Liu et al ., 2012; Wang, 2014). For instance, Kim et al.…”

Section: Discussionmentioning

confidence: 99%

“…Most prior studies only investigated utilitarian products (Gonz alez et al, 2016;Liu et al, 2012;Wang, 2014). For instance, Kim et al (2017) demonstrated that utilitarian product, which causes low-level construal, matches more strongly with a rational appeal and that a hedonic product, which causes high-level construal, matches more strongly with an emotional appeal, they did not consider discount framed as amount off versus percent off.…”

Section: Moderation Of Product Naturementioning

confidence: 99%

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Wang

Xie

2023

MIP

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PurposeAccording to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).Design/methodology/approachThe experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).FindingsThe authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.Originality/valueTaken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.

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“…Construal-level theory, from the perspective of social cognition, proposes that people’s reactions to things depend on their mental representations of them, and mental representations have different levels that depend on the degree of psychological distance [ 23 , 26 , 27 ]. When individuals perceive a greater psychological distance, they tend to use abstract features that reflect the essence to characterize things and focus on desirability (that is, the final result’s state of the behavior, reflecting the “why” of doing the behavior).…”

Section: Introductionmentioning

confidence: 99%

“…When individuals perceive a greater psychological distance, they tend to use abstract features that reflect the essence to characterize things and focus on desirability (that is, the final result’s state of the behavior, reflecting the “why” of doing the behavior). Conversely, when perceiving less psychological distance, they tend to use non-essential, specific characteristics to characterize things, focusing on feasibility (that is, the means or difficulty of reaching the behavioral result state, reflecting the “how” to do this behavior) [ 23 , 27 , 28 ]. Gain framing emphasizes that the purchase of green products will lead to positive and desirable benefits.…”

Section: Introductionmentioning

confidence: 99%

Green Product Types Modulate Green Consumption in the Gain and Loss Framings: An Event-Related Potential Study

Zhang

et al. 2022

IJERPH

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People show a separation of intention and behavior in green consumption, and promoting actual green purchase behavior is more important than purchase intention. This study adopted a conflicting environmental decision paradigm to investigate behavioral and neural processes during actual green consumption decision-making involving different types of green products and message framing, according to construal level theory. Participants were instructed to make green consumption decisions involving green products with different psychological distances (self-interested green products vs. other-interested green products) under gain (e.g., buying green products brings positive results) or loss framing (e.g., not buying green products brings negative effects) while electroencephalograms were recorded. The behavioral results demonstrated that participants tended to purchase green products under loss framing more than under gain framing. The event-related potential results showed that under gain framing, decision-making for self-interested green products was associated with larger P3 than decision-making for other-interested green products. While under loss framing, decision-making for other-interested green products has a larger P260 than for self-interested green products. These findings suggest that under gain framing, self-interested green products elicit more cognitive resources than other-interested green products, while under loss framing, other-interested green products elicit stronger negative emotions than self-interested green products. The research has managerial implications for promoting consumers’ actual purchase behavior.

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The Effect of Promotion Types on Consumers’ Purchase Decisions: From the Perspective of Construal Level Theory

Cited by 10 publications

References 0 publications

Factors Affecting Chinese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce

Factors Affecting Chinese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Green Product Types Modulate Green Consumption in the Gain and Loss Framings: An Event-Related Potential Study

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