Use It Or Lose It: Time-Limited Promotions And Purchase Behavior

Research output: Chapter in Book/Report/Conference proceedingChapter

3 Scopus citations

Abstract

While researchers have examined the impact of retail promotions on purchase acceleration in the past, the distinction between time-limited and time independent promotions has not been made in this context. Thus, for example, Neslin et al (1985) found that coupons have no significant impact on purchase acceleration. In this paper, we argue that promotions of short durations (time-limited) such as store coupons will accelerate purchases whereas promotions of longer durations (time independent) such as manufacturer's coupons will have no such impact. We test this hypothesis for two categories of consumer goods using scanner panel data. In a separate study, we also examine the impact of semantic cues indicating the time-limited nature of promotions (such as "10 Hours Only Sale") on purchase willingness, intent to search further for deals and attitude towards the deal.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages2
Number of pages1
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.

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