When Consumers Feel Partial Right, How To Motivate Consumers To Purchase
碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === Previous researches have always examined why consumers choose to defer but none of them examine what action would marketers take to induce consumers’ purchase decision when consumers are facing the deferral situation. Besides investigating why consumers prefer to...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2006
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/r3xe45 |
| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === Previous researches have always examined why consumers choose to defer but none of them examine what action would marketers take to induce consumers’ purchase decision when consumers are facing the deferral situation. Besides investigating why consumers prefer to defer again, we examine how to reduce consumers’ degree of deferral. We conducted two experiments: Experiment 1 manipulated hedonic and utilitarian complements and Experiment 2 manipulated price discounts to examine whether it is effective on reducing consumers’ degree of deferral . This finding indicates that regardless of different stimulus , the effect of reducing deferral degree is more propounded on prevention-orientation people than on promotion-orientation people
|
|---|