What is it about?
This paper aims to analyze the influence sales promotion types have on the relationship between perception of financial risk and perception of utilitarian and hedonic value on consumer purchase intentions.
Featured Image
Why is it important?
The working hypotheses predicted a direct and positive relationship between the perception of (hedonic and utilitarian) consumption value and purchase intention for a promoted product and a negative relationship between the perception of consumption value and the perception of financial risk. In addition, it was supposed that the sales promotion type would moderate these direct relationships and that a monetary promotion would have a stronger effect on the relationship between purchase intention and perceived product utility, whereas a non-monetary promotion would have a stronger effect on the other relationships (hedonic value and financial risk perceptions). Analysis of the outcomes supported the proposed hypotheses.
Read the Original
This page is a summary of: Moderating Effects of Sales Promotion Types, BAR - Brazilian Administration Review, June 2015, FapUNIFESP (SciELO),
DOI: 10.1590/1807-7692bar2015140057.
You can read the full text:
Contributors
The following have contributed to this page