Consumer responses towards combinations of diverse methods notifying price discounts of clothing products

2019 ◽  
Vol 27 (5) ◽  
pp. 524-537
Author(s):  
Minjung Jeon ◽  
Eunah Yoh
Keyword(s):  
Consumer Responses ◽  
Price Discounts

How the perceptual fluency of price discounts and promotional cues affect consumer responses

2017 ◽  
Vol 45 (5) ◽  
pp. 757-772 ◽  
Author(s):  
Kikyoung Park ◽  
Gangseog Ryu ◽  
Youngjee Han
Keyword(s):  
Combined Effect ◽  
Perceptual Fluency ◽  
Processing Fluency ◽  
Consumer Responses ◽  
Price Discounts

We investigated the combined effect on consumers of the perceptual fluency of price discounts and the two promotional cues of discount duration and frequency. We proposed that consumers' initial responses to price discounts would be maintained or modified depending on the processing fluency of discount information. Results from 2 experiments showed that when a promotional cue implied a short discount duration or low discount frequency and the discount information was difficult to process, participants perceived the duration as longer or the frequency as higher, and they evaluated the product less favorably if the discount information was difficult to process compared to if it was easy to process. On the contrary, when a cue implied a long discount duration or a high discount frequency, participants perceived the duration as shorter or the frequency as lower and evaluated the product more favorably if the discount information was difficult to process compared to if it was easy to process. We show conditions in which processing disfluency can be beneficial.

scholarly journals Message assertiveness and price discount in prosocial advertising: differences between Americans and Koreans

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyejin Bang ◽  
Dongwon Choi ◽  
Sukki Yoon ◽  
Tae Hyun Baek ◽  
Yeonshin Kim
Keyword(s):  
Nonprofit Organizations ◽  
Water Conservation ◽  
Message Framing ◽  
Experimental Studies ◽  
Price Discount ◽  
Cultural Backgrounds ◽  
Content Type ◽  
Consumer Responses ◽  
Disadvantaged Children ◽  
Price Discounts

Purpose Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle, this study aims to observe whether consumers’ responses to assertive messages hold across culturally different audiences (Americans vs South Koreans) and different consumption situations (price discount vs no discount). Design/methodology/approach American and Korean participants take part in three experimental studies examining the interactions of nationality, price discounts and assertive messaging for influencing consumer responses, first to a prosocial ad encouraging recycling (Study 1), the second for a campaign requesting donations for disadvantaged children (Study 2) and the third to prosocial messages encouraging water conservation (Study 3). Findings The three experiments strongly support the moderating role of price discounts and cultural backgrounds in the persuasiveness of assertive prosocial messages. American consumers generally dislike assertive messages, but feel reciprocal obligations if marketers include price discounts, whereas South Korean consumers accept both assertive and nonassertive messages without resistance, and discounts have no effects on persuasion. Research limitations/implications The findings make two key contributions to the literature and to prosocial advertising practices. First, although many corporations have adopted philanthropic strategies, few researchers have examined how specific consumption contexts determine the effectiveness of prosocial persuasion. The findings show how price discounts and message framing potentially alter the effectiveness of prosocial messages across Eastern and Western cultures. Second, assertive language evokes reactance, but the findings suggest that reactive responses to prosocial advertising are culture-specific. Practical implications International nonprofit organizations and brands using philanthropic strategies might use the guidelines of this study for tailoring strategic, practical prosocial messages that will appeal to consumers from diverse cultural backgrounds. In particular, pro-environmental and charity campaigns targeting North American or Western European populations may consider bundling discounts into promotions to evoke reciprocity. Originality/value Findings provide novel implications for social marketers regarding on how to couple message assertiveness and price discounts to maximize the success of prosocial messages in different cultures.

NÖROPAZARLAMA ÜZERİNE BİR DEĞERLENDİRME

2015 ◽  
Vol 3 (2) ◽  
Author(s):  
Erol Ustaahmetoğlu
Keyword(s):  
Consumer Behavior ◽  
Data Collection ◽  
Research Methods ◽  
Correct Answer ◽  
Historical Development ◽  
Collection Method ◽  
Consumer Responses ◽  
General Evaluation ◽  
Traditional Research ◽  
Technological Developments

Traditional research methods are inadequate to predict and explain consumer behavior accurately in some cases. Marketing discipline tries to benefit from new technological developments in order to make up the deficiency subjects’ competence and willingness to express how they feel when they face with stimulus in traditional data collection method has an effect on the success of the method. In traditional methods, subjects often cannot remember or know the correct answer, or even if they know the answer they will give answers that satisfy the researcher. The inadequacy in traditional techniques has driven the researchers to evaluate theconsumer response more accurately. It is observed that in recent years neuromarketing techniques began to be used extensively to measure consumer responses accurate in marketing field. Although neuromarketing is commonly used in marketing field, there are some questions about the efficiency of the method. This study emphasizes the efficiency on the general evaluation of neuromarketing techniques and criticism of it. The aim of this study is to indicate the historical development of application of neuro science on marketing and consumer behavior, and to establish the future of neuro science, its opportunities and threats.

WHERE ARE THE 99%?: THE IMPACTS OF DISPLAY ADVERTISING ON CONSUMER RESPONSES BEYOND CLICK

2019 ◽  
Vol 2019 ◽  
pp. 182-183
Author(s):  
Jang Ho Moon ◽  
◽  
Kichang Han ◽  
Sanghyun Lim ◽  
Gyungjin Bae ◽  
...  
Keyword(s):  
Consumer Responses ◽  
Display Advertising

RATIONALE FOR ESTABLISHING A FLOATING PRICE DISCOUNT ON ENTERPRISE PRODUCTS

2017 ◽  
Author(s):  
Andriy Kolomiyets ◽  
Keyword(s):  
Cost Savings ◽  
Sales Managers ◽  
Price Discount ◽  
Advertising Appeals ◽  
Price List ◽  
Price Discounts ◽  
Additional Costs ◽  
Product Sales ◽  
And Storage ◽  
Form Effect

The article presents an overview of methods for determining the effectiveness of advertising appeals of the enterprise in conditions of competition. It is shown that the sale of goods in large batches leads to a reduction in sales costs associated with the organization of sales, transportation and storage. Therefore, when providing a quantitative discount, their value should not exceed the amount of cost savings of the seller, which is caused by the sale of goods in large batches. Similar to the effects of real responses to advertising appeals, the effects of the price of the enterprise's products are distinguished: the current effect, the form effect, the competition effect and the transition effect. The process of modeling the effects of the promotion price and the control price is considered, and of interest is the temporary price for the buyer with a discount, which is actually provided by sales managers at the enterprise. Then there will be an effect of discounts on temporary base prices. The price discount is considered as a part of the price of the goods which can be introduced by the enterprises-manufacturers for the purpose of stimulation and interest of the enterprises-sellers to sell production. In the study of product sales, a problem was found related to sales of products in the area of the price discount offered by the price list, which represents the constant prices of the company for a certain period of time. The promotion price is defined as the discount on the products of the enterprise price according to the price list. It is determined that buyers, focusing on the system of discounts, avoid buying hardware in the approach to the transition of prices and increase the volume of purchases after the transition discount. A comparison of retail and base prices, and base and wholesale prices for hardware. It is proved that the company when approaching the price discount loses the profit that could be obtained, and this problem causes losses to both parties and the seller and buyer. It is shown that the policy of promoting price discounts of Metal-Holding encourages consumers to buy more hardware, which is not beneficial to the buyer, because it causes additional costs for storage of the balance. It is concluded that the problem at some weight interval when approaching the existing price discount on the left and right requires the establishment of a floating price discount on the company's products.

Sustainable Materialism

2019 ◽  
Author(s):  
David Schlosberg ◽  
Luke Craven
Keyword(s):  
Everyday Life ◽  
Food Systems ◽  
Basic Needs ◽  
New Materialism ◽  
Environmental Groups ◽  
Consumer Responses ◽  
Political Processes ◽  
Social Motivations ◽  
Sustainable Fashion ◽  
Prefigurative Politics

A growing number of environmental groups focus on more sustainable practices in everyday life, from the development of new food systems, to community solar, to more sustainable fashion. No longer willing to take part in unsustainable practices and institutions, and not satisfied with either purely individualistic and consumer responses or standard political processes and movement tactics, many activists and groups are increasingly focusing on restructuring everyday practices of the circulation of the basic needs of everyday life. This work labels such action sustainable materialism, and examines the political and social motivations of activists and movement groups involved in this growing and expanding practice. The central argument is that these movements are motivated by four key factors: frustration with the lack of accomplishments on broader environmental policies; a desire for environmental and social justice; an active and material resistance to the power of traditional industries; and a form of sustainability that is attentive to the flow of materials through bodies, communities, economies, and environments. In addition to these motivations, these movements demonstrate such material action as political action, in contrast to existing critiques of new materialism as apolitical or post-political. Overall, sustainable materialism is explored as a set of movements with unique qualities, based in collective rather than individual action, a dedication to local and prefigurative politics, and a demand that sustainability be practiced in everyday life—starting with the materials and flows that provide food, power, clothing, and other basic needs.

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