|Author's Email Address
||This thesis had been viewed 5579 times. Download 385 times.|
|Type of Document
||Bonus Pack or Price Discount? Influences of Product Type and Regulatory Focus on Preference of Promotion Type|
|Date of Defense
||In practice, it is common for many companies to adopt price discount and bonus pack. A proper promotion type can increase consumer purchase and leads product sales. Research on price discount and bonus pack focuses on using theories to explain why consumers prefer bonus pack to price discount. Besides, some scholars examined how product type and psychological variables moderated consumer preference in promotion type. Our research considered product type and regulatory focus as the psychological variable simultaneously, and investigated the interactive influences of these two variables on promotion type preference.|
The present study used experimental design contained three independent variables, product type (search goods vs. experience goods), regulatory focus (prevention focus vs. promotion focus) and promotion type (price discount vs. bonus pack). The first study was a 2x2x2 mixed design. Regulatory focus was primed while product type and promotion type served as within-subjects variables. The second study was a between-subjects design in which product type was manipulated and regulatory focus was measured.
The results indicate that product type can influence promotion type preference. Consumers prefer bonus pack for search goods, but prefer price discount for experience goods. Individuals with prevention focus prefer bonus pack for a search good, but prefer price discount for an experience good. Opposite results are found with individuals with promotion focus.
||Hsiao-Ching Lee - chair|
Yu-Chi Wu - co-chair
Chun-Tuan Chang - advisor
Indicate in-campus at 5 year and off-campus access at 5 year.|
|Date of Submission