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EMAC 2020 Annual Conference


The Sequential Choice Effect Adjusting the Effects of Promotions on Purchases of Hedonic Products
(A2020-62912)

Published: May 27, 2020

AUTHORS

Naoki Akamatsu, Meiji Gakuin University

KEYWORDS

promotion; hedonic product; sequential choice effect

ABSTRACT

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.