Promotion Matching: the Role of Promotion Type and Self-Construal on Purchase Intentions

Karen Page Winterich, Texas A&M University
Vikas Mittal, Rice University
Vanitha Swaminathan, University of Pittsburgh
We argue that effectiveness of promotions on sales can be enhanced when promotion type is congruent with one’s self-construal. Study 1 finds that purchase intentions for an inclusively-framed promotion are greater for individuals who have higher chronic interdependence. An exclusively-framed promotion is introduced in the second study and results indicate that purchase intentions are greater when consumers are exposed to an exclusively-framed promotion and have a (manipulated) independent self-construal rather than an interdependent self-construal. The reverse is found for inclusively-framed promotions. Implications for effectively framing promotions to complement consumers' self-construal are discussed.
[ to cite ]:
Karen Page Winterich, Vikas Mittal, and Vanitha Swaminathan (2008) ,"Promotion Matching: the Role of Promotion Type and Self-Construal on Purchase Intentions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 646-647.