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Annual Conference 2019

del 28 al 31 de March del 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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8.2b Dollars-Off or Percentage-Off: How Complexity-Induced Construal Affects the Perception of Promotional Messages

domingo, el 31 de marzo de 2019 a las 10:15–11:45 CDT
2-Normandy B
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

Additional Authors

Sujin Kim, University of Texas
Sukki Yoon, Bryant University
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