When Do Entertaining Promotions Trigger Caution?

Donnel Briley, University of Sydney, Australia
Shai Danziger, Ben-Gurion University, Israel
We propose that promotional efforts that attempt to entertain shoppers (e.g., "instant-win" games) can make deals less attractive for some consumers. In particular, such promotions can activate persuasion knowledge, triggering a cautious outlook and skepticism about the accompanying deal—but only for consumers who have a strong need to preserve their sense of self determination. Consistent with this persuasion knowledge conceptualization, we find in three studies that consumers who do not have strong needs for self determination find entertaining promotions more attractive than those who have strong needs, and that this difference disappears when all are prompted to adopt a cautious mindset.
[ to cite ]:
Donnel Briley and Shai Danziger (2010) ,"When Do Entertaining Promotions Trigger Caution? ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 515-516 .