Product information and consumer choice confidence in multi-item sales promotions

Demetra Andrews

Journal of Retailing and Consumer Services, 2016, vol. 28, issue C, 45-53

Abstract: This research augments efforts to produce a richer understanding of the drivers of consumer choice confidence. It examines the interplay between two marketing interventions that consumers encounter in retail marketplaces, diagnostic product information and multi-item sales promotions. Results indicate that the influence of product information varies as a function of sales promotion format. The information effect is weaker when consumers are allowed to select the products that will be included in the promotion. Perception of information adequacy is revealed as a mediator of the information diagnosticity effect. The implications for marketing theory and promotional strategy are discussed.

Keywords: Consumer choice confidence; Information diagnosticity; Multi-item sales promotion (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:28:y:2016:i:c:p:45-53

DOI: 10.1016/j.jretconser.2015.07.011

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