Purchasing Plan and In-Store Promotions: the Moderating Role of Store Familiarity

Gao Wang, Tsinghua University, China
Jinsong Huang, Beijing University of Aeronautics and Astronautics, China
Fei Li, Tsinghua University, China
The effects of in-store promotion on consumer brand choice have been extensively studied. This article contributes to this literature by empirically examining the moderating role of store familiarity on the effects of in-store promotions on consumer brand choice under three different purchasing plans: both product and brand planned, only product planned, and no purchase plan. The results show that different patterns of in-store promotion effects exist under different types of purchasing plan, but within the same type of purchasing plan the in-store promotion effects vary significantly between those who are familiar and unfamiliar with the store.
[ to cite ]:
Gao Wang, Jinsong Huang, and Fei Li (2008) ,"Purchasing Plan and In-Store Promotions: the Moderating Role of Store Familiarity", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 669-670.