How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study
Due to consuming hedonic products unnecessary to basic well-being, consumers need justifications for pleasure. However, different justifications have differential influences in promoting hedonic purchases, such as price and quantity promotions (PP and QP), the difference being that the latter requir...
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doaj-66eb0fea95d04bdd948173740619938a2020-11-24T21:37:14ZengFrontiers Media S.A.Frontiers in Neuroscience1662-453X2019-05-011310.3389/fnins.2019.00526448086How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs StudyKunpeng JingYupeng MeiZhijie SongHao WangRui ShiDue to consuming hedonic products unnecessary to basic well-being, consumers need justifications for pleasure. However, different justifications have differential influences in promoting hedonic purchases, such as price and quantity promotions (PP and QP), the difference being that the latter requires purchasing additional units to get the same discount as the former. In the present study, even-related potentials (ERPs) was applied to reveal the timing of brain activities to further understand how promotion information consisting of promotion type (PP and QP) and discount depth, deep and shallow discounts (DD and SD) on hedonic products was processed. Behaviorally, consumers were more willing to purchase items in PP and DD conditions than QP and SD conditions, respectively, and spent more time making final purchase decisions in QP and DD condition or PP and SD condition compared to PP and DD condition. Neurophysiologically, DD automatically recruited more attentional resources than SD and led to a higher P2 amplitude. QP and DD condition or PP and SD condition evoked a larger N2 amplitude and enhanced perceptual conflict compared to PP and DD condition. During late stage, PP and DD elicited a more positive LPP amplitude in contrast to QP and SD, respectively, indicating that people have stronger purchase intention and positive affect in PP and DD contexts. These findings provided evidence for the differential influences between PP and QP and what ultimately made consumers buy hedonic products or not.https://www.frontiersin.org/article/10.3389/fnins.2019.00526/fullprice promotionquantity promotionhedonic purchaseP2N2LPP |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Kunpeng Jing Yupeng Mei Zhijie Song Hao Wang Rui Shi |
spellingShingle |
Kunpeng Jing Yupeng Mei Zhijie Song Hao Wang Rui Shi How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study Frontiers in Neuroscience price promotion quantity promotion hedonic purchase P2 N2 LPP |
author_facet |
Kunpeng Jing Yupeng Mei Zhijie Song Hao Wang Rui Shi |
author_sort |
Kunpeng Jing |
title |
How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study |
title_short |
How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study |
title_full |
How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study |
title_fullStr |
How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study |
title_full_unstemmed |
How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study |
title_sort |
how do price and quantity promotions affect hedonic purchases? an erps study |
publisher |
Frontiers Media S.A. |
series |
Frontiers in Neuroscience |
issn |
1662-453X |
publishDate |
2019-05-01 |
description |
Due to consuming hedonic products unnecessary to basic well-being, consumers need justifications for pleasure. However, different justifications have differential influences in promoting hedonic purchases, such as price and quantity promotions (PP and QP), the difference being that the latter requires purchasing additional units to get the same discount as the former. In the present study, even-related potentials (ERPs) was applied to reveal the timing of brain activities to further understand how promotion information consisting of promotion type (PP and QP) and discount depth, deep and shallow discounts (DD and SD) on hedonic products was processed. Behaviorally, consumers were more willing to purchase items in PP and DD conditions than QP and SD conditions, respectively, and spent more time making final purchase decisions in QP and DD condition or PP and SD condition compared to PP and DD condition. Neurophysiologically, DD automatically recruited more attentional resources than SD and led to a higher P2 amplitude. QP and DD condition or PP and SD condition evoked a larger N2 amplitude and enhanced perceptual conflict compared to PP and DD condition. During late stage, PP and DD elicited a more positive LPP amplitude in contrast to QP and SD, respectively, indicating that people have stronger purchase intention and positive affect in PP and DD contexts. These findings provided evidence for the differential influences between PP and QP and what ultimately made consumers buy hedonic products or not. |
topic |
price promotion quantity promotion hedonic purchase P2 N2 LPP |
url |
https://www.frontiersin.org/article/10.3389/fnins.2019.00526/full |
work_keys_str_mv |
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