Journal article
Multiple unit price promotions and their effects on quantity purchase intentions
Journal of retailing, Vol.83(4), pp.411-421
2007
Handle:
https://hdl.handle.net/2376/106804
Abstract
Consumers often encounter multiple unit price promotions whereby a price reduction is presented as a reduced total price for multiple units of the same item (e.g., an item regularly priced at $1.25 each is promoted as “5 for $5”). In a series of experiments, we find that the positive effect of these promotions on quantity purchase intentions is contingent on the magnitude of the quantity specified in the offer and the rate of product consumption. However, offer effectiveness is not influenced by highlighting single unit prices, the unrestricted nature of these promotions, or aggregate savings. As predicted by the selective accessibility explanation, the effect of multiple unit price promotions on quantity purchase intentions is shown to be mediated by accessing anchor-consistent knowledge. An agenda for further research and the implications of our findings for retail practice are discussed.
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Details
- Title
- Multiple unit price promotions and their effects on quantity purchase intentions
- Creators
- Kenneth C Manning - Colorado State University, College of Business, Fort Collins, CO 80523-1278, United StatesDavid E Sprott - Washington State University, College of Business, Pullman, WA 99164-4730, United States
- Publication Details
- Journal of retailing, Vol.83(4), pp.411-421
- Publisher
- Elsevier Inc
- Identifiers
- 99900546967601842
- Language
- English
- Resource Type
- Journal article