Dimensions of Attitude Towards a Sales Promotion Offer

Maneesh Thakkar, Zicklin School, Baruch College, The Graduate Center, City University of New York
Suri Weisfeld-Spolter, Zicklin School, Baruch College, The Graduate Center, City University of New York
In this study we investigate the underlying multi-dimensionality of consumers’ attitudes towards sales promotions. We demonstrate that consumers perceive each sales promotion offer across multiple dimensions. Based on a review of literature we initially identified the dimensions as monetary benefits, non-monetary benefits, efforts needed, risk involved, ambiguity of benefits, uncertainty of benefits, benefit delay, and effort delay. We develop a scale to verify our multi attribute attitude model for sales promotions. Based on factor analysis methods, we show that various sales promotions have six independent dimensions. Apart from contributing to the sales promotion literature, this research provides practitioners with a scale to identify and predict consumers’ attitudes towards any promotional offer.
[ to cite ]:
Maneesh Thakkar and Suri Weisfeld-Spolter (2007) ,"Dimensions of Attitude Towards a Sales Promotion Offer", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 460-462.