How shopping orientation influences the effectiveness of monetary and nonmonetary promotions
Abstract
Purpose – This research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was predicted that promotions are more effective if the promotional benefits are congruent with consumers’ shopping orientation. Moreover, consumers’ financial budget was assumed to moderate the influence of shopping orientation on promotion effectiveness....
Paper Details
Title
How shopping orientation influences the effectiveness of monetary and nonmonetary promotions
Published Date
Feb 9, 2015
Volume
49
Issue
1/2
Pages
170 - 189
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Notes
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