The Impact of Certain and Uncertain Store Promotions on the Decision-Making Process in Product Choices

Cathy Y. Chen, Assistant Professor
Shi Zhang, Associate Professor

The Impact of Certain and Uncertain Store Promotions

on the Decision-Making Process in Product Choices

 

Cathy Y. Chen

Shi Zhang

 

 

 

 

Short Abstract

 

Various store promotions ranging from dollar-off discounts to sweepstakes can induce different affects among consumers. Built on recent studies on the uncertainty of incidental affect, this research examines how promotions differ in the feeling of uncertainty elicited, which, in turn, influence the decision-making process of product choices. Specifically, we demonstrate that “uncertain” promotions (e.g., sweepstakes) can increase the extent of systematic decision-making in a subsequent product choice relative to “certain” promotions (e.g., discount) when the choice is easy. But the pattern is reversed when the choice is difficult. The implications to the incidental affect and promotion research are discussed.
[ to cite ]:
Cathy Y. Chen and Shi Zhang (2006) ,"The Impact of Certain and Uncertain Store Promotions on the Decision-Making Process in Product Choices", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 526-526.