| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 102 === Sales promotions have played an important role in the promotional strategies. Sales promotions can be classified roughly to price-oriented and none price-oriented promotions. Prior researches proposed that none price-oriented promotions were better in eliciting consumer''s favorable brand attitude than price-oriented promotions. Thus, using non-monetary promotions is an important strategy for valued brand enterprises. Moreover, none price-oriented promotions can be framed in different format, such as certainty vs. uncertainty. In addition to promotion framing, this study also considers the deal proneness as an important moderator. Accordingly, the main purpose of this study
is to explore the interplay effects of promotion framing and deal proneness on attitudes toward sales promotions.
This study conducted two experiments to verify the hypotheses. Study 1: A 2 (promotion framing: points-identical vs. points-magnify) 2 (deal proneness: high vs.
low) between-subject design was employed. Study 2: A 2 (promotion framing: certain incentive vs. uncertain incentive) 2 (deal proneness: high vs. low) between-subject design was adopted. The deal proneness was a measured psychological variable and dependent variable was attitudes toward sales promotions. The results revealed that high deal-prone consumers will induce more positive attitudes toward sales promotions for points-identical incentive than for points-magnify incentive. On the other hand, in the conditions of points-identical incentive, high deal-prone consumers will raise more positive attitudes toward sales promotions for certain incentive than for uncertain incentive. Finally, when consumers with the low levels of deal proneness, their attitudes toward sales promotions were not influenced by
any promotion framing. In terms of the practical implications for promotion framing, this study shows that
for the high deal prone consumers, if marketers use points as premium to promote the product, the points unit equals to the local currency is more effective than points-magnify (expanded scale). Moreover, they prefer certain incentive as premium than uncertain incentive, such as scratch card. On the other hand, for the low levels of
deal proneness consumers who are not sensitive to any promotion framing, thus, marketers should communicate the product quality and brand image to them.
|
|---|
