Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Annual Conference

The Sequential Choice Effect Adjusting the Effects of Promotions on Purchases of Hedonic Products

Published: May 27, 2020


Naoki Akamatsu, Meiji Gakuin University


promotion; hedonic product; sequential choice effect


This study showed that the effect of promotions in the choice of hedonic products is attenuated by consumers’ consideration of their experience of previous impulsive purchase behavior. Two scenario-based experiments were conducted. The results indicated (1) that the effect of promotion in the subsequent choice of hedonic items was more attenuated when consumers had previously experienced impulse purchases and (2) that this adjustment effect did not occur in choosing utilitarian items. It was further confirmed (3) that with reference to the psychological mechanism of (1), even if consumers who had previously experienced impulse purchases encountered promotions at the time of a subsequent choice, the degree of justification for this choosing was reduced. These findings represent an extension of the existing theory about promotional effects on hedonic items. Especially we confirmed the sequential choice effect as an adjusting factor and indicated the justification based mechanism.