The anticipated regret of a lost opportunity: When adding a second-period incentive reduces the appeal of a one-period promotion

Li，Yuanyuan1; Janiszewski，Chris2; Liu，Yuanyuan3

2024

10.1002/jcpy.1408

Journal of Consumer Psychology   影响因子和分区

1057-7408

1532-7663

Economic theory assumes that an improvement in the financial benefit of a promotional offer should increase the appeal of the offer (e.g., $25 incentive >$20 incentive). Four studies show that this assumption does not always hold. A two-period promotion (e.g., $20 off a purchase today plus $5 off a purchase made next month) is valued less than a one-period promotion (e.g., $20 off a purchase today), with an identical first-period incentive, when the second-period incentive has a limited benefit relative to the first-period incentive. Second-period incentives negatively impact the perceived value of a two-period promotion when consumers anticipate a low likelihood of redeeming the second-period incentive. The negative impact of the second-period incentive can be remedied by making the second-period incentive financially larger or by reducing the perceived restrictiveness of redeeming the second-period incentive.

disutility promotion bundling redemption restriction regret aversion

SSCI

英语

第一

National Natural Science Foundation of China[72372129]

Business & Economics ; Psychology

Business ; Psychology, Applied

WOS:001146327600001

JOHN WILEY & SONS LTD

PSYCHIATRY/PSYCHOLOGY

2-s2.0-85182835645

Scopus

1.School of Business,Southern University of Science and Technology,Shenzhen,Guangdong,China
2.Warrington College of Business Administration,University of Florida,Gainesville,United States
3.School of Management,Xi'an Jiaotong University,Xi'an,Shaanxi,China

Li，Yuanyuan,Janiszewski，Chris,Liu，Yuanyuan. The anticipated regret of a lost opportunity: When adding a second-period incentive reduces the appeal of a one-period promotion[J]. Journal of Consumer Psychology,2024.

Li，Yuanyuan,Janiszewski，Chris,&Liu，Yuanyuan.(2024).The anticipated regret of a lost opportunity: When adding a second-period incentive reduces the appeal of a one-period promotion.Journal of Consumer Psychology.

Li，Yuanyuan,et al."The anticipated regret of a lost opportunity: When adding a second-period incentive reduces the appeal of a one-period promotion".Journal of Consumer Psychology (2024).