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EMAC 2024 Annual


TAKE IT OR LEAVE IT: EXPLORING THE IMPACT OF LIMITED TIME OFFERS IN RETAIL PRICING
(A2024-118109)

Published: May 28, 2024

AUTHORS

FRANCISCO GUZMAN MARTINEZ, TEC DE MONTERREY; MA. OROZCO GOMEZ, TEC DE MONTERREY

ABSTRACT

This study focuses on limited time offers (LTOs), exploring reactance and scarcity theories, delving into their impact on consumer behavior. The methodology involves a pre-test, field experiment, and neuromarketing tools (AFFDEX and Eye Tracking). Results showed a significant increase in willingness to buy (WTB) due to LTOs. Reactance dimension partially mediates LTOs' impact on WTB, while scarcity dimension does not. AFFDEX analysis uncovers a diverse emotional landscape and preferential visual attention, emphasizing LTOs robust impact. The study enriches understanding of consumer decision-making in LTOs contexts, noting positive reactance impact and reaffirming emotional complexity. LTOs significantly influence behavior, offering nuanced perspectives. Contextual significance is underscored, and neuromarketing insights guide retailers in dynamic retail landscapes. The research serves as a comprehensive guide for optimizing LTOs impact in pricing strategies.