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    Title: Consumer's Evaluation on the Price of Gift Promotion-From a Perspective of Promotion Depth
    Authors: Tseng, Chung-Hui
    Contributors: 淡江大學國際企業學系
    Keywords: Gift promotion;promotion depth;adaptation-level theory;assimilation-contrast effect;range theory
    Date: 2011-05-21
    Issue Date: 2012-03-21 11:29:05 (UTC+8)
    Publisher: Tamsui, Taipei : Tamkang University, Department of Management Sciences and Decision Making
    Abstract: In a gift promotion campaign, consumers encounter price information about a main product and a gift. The research focuses on "gift promotion depth"-the percentage of the gift price by main product price. Promotion depth is an important factor in promotion decision (DelVecchio, 2005; DelVecchio et aI., 2007), and is the measure commonly applied in assessing a gift promotion campaign. This research developed two experiments to investigate consumers' evaluations of the price information in gift promotions. Experiment 1 examined the theoretical inference related to gift promotion depth based on adaptation-level theory (Helson, 1964; Monroe, 2003) and assimilation-contrast effect (Sherif and Hovland, 1961; Herr, 1989; Monroe, 2003). Results demonstrated that when external gift promotion depth was higher than internal reference depth, the larger the distance between the two types of depth, the more negative the levels of reasonable perception ofa gift promotion campaign was. The purposes of experiment 2 was to discern which theory, adaptation-level theory or range theory (Janiszewski and Lichtenstein, 1999; Niedrich et aI., 2001; Volkmann, 1951), is most applicable for making evaluations of perceived value of the gift promotion campaign, with reference to a situational variable--the need for cognition. Through an experiment, this research found that the internal reference depth could be seen as a range rather than an average point, and people with a high need for cognition preferred to adopt a range of internal reference depth to make their evaluations. In summary, this research took a perspective of promotion depth to discuss the price effect of gift promotion and offer contributions to researchers and marketers.
    Relation: Proceedings of the 2011 International Conference in Management Sciences and Decision Making= 2011年管理科學與經營決策國際學術研討會論文集, pp.241-251
    Appears in Collections:[國際企業學系暨研究所] 會議論文

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