How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study.

ABSTRACT: 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

SUBMITTER: Jing K 

PROVIDER: S-EPMC6558398 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature