For Fun Or Profit: How Shopping Orientation Influences the Effectiveness of Monetary and Nonmonetary Promotions

Oliver B. Büttner, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Anja S. Göritz, University of Vienna, Austria
Two experiments found that shopping orientation (experiential vs. task-focused) influences how consumers react towards promotions. This influence was moderated by promotion type (monetary vs. nonmonetary). The results indicate that consumers evaluate promotions and retailers as more attractive when the promotional benefits are congruent with consumers’ shopping goals.
[ to cite ]:
Oliver B. Büttner, Arnd Florack, and Anja S. Göritz (2012) ,"For Fun Or Profit: How Shopping Orientation Influences the Effectiveness of Monetary and Nonmonetary Promotions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 862-863.