Compatibility-Driven Momentum in Redemption of Sales Promotions

Amar Cheema, Washington University in St. Louis, USA
Nidhi Agrawal, Northwestern University, USA
We study how product category and construal level moderate the effectiveness of gain versus loss framed sales promotions. For products associated with a hedonic goal (e.g., a chocolate cake), loss frames led to a greater likelihood of redemption for low- (vs. high-) level construers. For products associated with a utilitarian goal (e.g., an energy bar), gain frames led to a greater likelihood of redemption for high- (vs. low-) level construers. When the product category, message frame, and construal level were compatible (e.g., a coupon for a utilitarian product presented in a gain frame to high-level construers), redemption likelihood was affected less by product evaluations, suggesting that a goal-compatibility driven momentum motivates consumer action (such as coupon redemption) in these situations.
[ to cite ]:
Amar Cheema and Nidhi Agrawal (2009) ,"Compatibility-Driven Momentum in Redemption of Sales Promotions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 146-149.