Attitudes and Promotions: the Case of a Minimum Spending Restriction

Ayelet Gneezy, University of Chicago GSB

The Effects of Restrictions on Coupon Effectiveness: The Mediating Role of Attitudes

Ayelet Gneezy

University of Chicago GSB

   

I propose a process that underlies consumers’ perception of promotions, in which they evaluate the economic value and form attitudes towards the promotion. The paper focuses on attitude antecedent and consequences.  In a series of three lab and one field study I show that compared to an unrestricted promotion, a restricted promotion is less effective in terms of redemption rates,  generates less income and revenue, decreases people’s attitudes toward the store, and that these attitudes mediate the observed behavior. A recall task shows that people recall more negative and less positive items when given a restricted promotion.
[ to cite ]:
Ayelet Gneezy (2006) ,"Attitudes and Promotions: the Case of a Minimum Spending Restriction", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 526-527.