Assessing the Domain Specificity of Deal Proneness: A Field Study

Donald R Lichtenstein, Richard G Netemeyer and Scot Burton

Journal of Consumer Research, 1995, vol. 22, issue 3, 314-26

Abstract: Results of two studies designed to assess the manner in which the deal proneness construct is best conceptualized are presented. On the basis of a review of the sales promotion literature, three alternatives are identified: (1) deal proneness is a general construct that encompasses various deal types (i.e., a single deal proneness construct), (2) deal proneness is a domain-specific construct (e.g., coupon proneness, sale proneness, rebate proneness), or (3) deal proneness is a construct that includes only certain types of deals (e.g., price-oriented deals, active-oriented deals). Across both studies, operationalizations consistent with each of the alternatives are developed, confirmatory factor models consistent with each are comapred, and the predictive validity of the alternatives is assessed by relating operationalizations consistent with each alternative to a variety of deal-responsive behaviors collected unobtrusively in natural field settings. Results support treating deal proneness as a domain-specific construct. Copyright 1995 by the University of Chicago.

Date: 1995
References: Add references at CitEc
Citations: View citations in EconPapers (33)

Downloads: (external link)
http://dx.doi.org/10.1086/209453 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:22:y:1995:i:3:p:314-26

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().