The Role of Regulatory Focus on Consumer Response to Minimum Purchase Requirement Sales Promotion

Jiang, Sitong; Ghiassaleh, Arezou; Yan, Ji

Abstract

Minimum Purchase Requirement (MinPR) deal is a form of sales promotion that asks consumers to meet a requirement to redeem a benefit, for example, “$10 off for every $50 spent”. This research examines how consumers’ regulatory focus influence their shopping
behavior when they choose to use such deals. We conducted four studies and our findings show that promotion-focused consumers spend significantly more than prevention-focused consumers when they choose to use a MinPR deal, and the reason is the higher level of persuasion knowledge towards the deal that prevention-focused consumers hold. Moreover, our results show that a MinPR sales message with a social identity norm can reverse such effect for prevention-focused consumers. Our findings have important implications for marketing practitioners and retailers.

Citation

Jiang, S., Ghiassaleh, A., & Yan, J. (2022). The Role of Regulatory Focus on Consumer Response to Minimum Purchase Requirement Sales Promotion. In SCP Annual Conference 2022

• Conference Name: SCP Annual Conference 2022
• Conference Location: Virtual Conference
• Start Date: Mar 3, 2022
• End Date: Mar 5, 2022
• Acceptance Date: Jan 29, 2022
• Publication Date: 2022
• Deposit Date: Jan 29, 2024
• Book Title: SCP Annual Conference 2022
• Public URL: https://durham-repository.worktribe.com/output/2185477
• Publisher URL: https://myscp.org/events/past/