The Effects of Centrality and Distinctiveness on the Usage of Co-Promotions

Hurrem Yilmaz, State University New York, Oneonta
Amna Kirmani, University of Maryland
B.P.S. Murthi, The University of Texas, Dallas
We examine factors that affect the impact of co-promotion coupons on consumers’ usage intention. Using schema theory, we suggest that consumers may evaluate co-promotion coupons in the context of a given usage situation, e.g., Thanksgiving dinner. We propose that the effectiveness of a co-promotion will be a function of two aspects of the promoted product categories: 1) centrality, which refers to importance; and 2) distinctiveness, which refers to uniqueness. We predict an interaction effect such that when centrality of one of the co-promotion partners is low, higher distinctiveness will enhance usage intentions. Support for our predictions is found in an experimental study that manipulates centrality and distinctiveness.
[ to cite ]:
Hurrem Yilmaz, Amna Kirmani, and B.P.S. Murthi (2008) ,"The Effects of Centrality and Distinctiveness on the Usage of Co-Promotions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 824-825.