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8.2b Dollars-Off or Percentage-Off: How Complexity-Induced Construal Affects the Perception of Promotional Messages
Abstract
When consumers are faced with various discounts, they are likely to find some easier to comprehend than others and this degree of difficulty will impact purchase decisions. This study explains complexity as a dimension of psychological distance using different types of discounts. Current research examines that easy-to-process discounts (dollars-off) appear near and difficult-to-process discounts (percentage-off) appear far. Building on construal level theory, Study 1 demonstrates the dollars-off discounts are more effective when matched with attribute appeals (a concreate message), whereas percentage-off discounts are more effective when matched with benefit appeals (an abstract message). Study 2 extends this finding and shows that dollars-off discounts are more effective when the sales end at the end of the week (near future), whereas percentage-off discounts are more effective when the sales end at the end of the year (distant future).
First & Corresponding Author
Kacy Kim, Bryant University
Authors in the order to be printed.
Kacy Kim, Bryant University; Sujin Kim, University of Texas; Sukki Yoon, Bryant University