Ulqinaku, A. orcid.org/0000-0003-3456-6451 and Sarial-Abi, G. (2025) When Sales Promotions Make Consumers Experiencing Financial Restrictions Purchase More or Less: The Role of Decisional Conflict. Italian Journal of Marketing. ISSN 2662-3323
Abstract
Sales promotions are common tools in marketing, used to attract more customers and increase sales. Yet, there is no systematic academic research that investigates what type of customers prefer which types of sales promotions. Addressing this research gap, we examined how consumers with financial restrictions, who would be more vulnerable to attractive offers in the marketplace, respond to different sales promotions. The findings from four experimental studies showed that consumers with financial restrictions were less likely to use the sales promotion when the sales promotion was based on high-low pricing (vs. everyday low-pricing), and when the sales promotion was for a limited (vs. not limited) period of time. However, consumers with financial restrictions were more likely to use the sales promotion when it was buy-one-get-one-free (vs. buy-one-get-one-X% off) sales promotion. We showed that decisional conflict explained the responses of financially restricted consumers to different types of sales promotions.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © The Author(s) 2025. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/. |
Keywords: | Financial restrictions; Sales promotions; Pricing strategies; Decisional conflict |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 28 May 2025 10:04 |
Last Modified: | 28 May 2025 10:04 |
Status: | Published online |
Publisher: | Springer |
Identification Number: | 10.1007/s43039-025-00112-2 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:226681 |