Adding Promotions to Online Services: How Goal Relevance Ambiguity Shapes Consumer Response

S. Adam Brasel, Boston College, USA
Adding promotions to online services, such as offering music downloads when purchasing concert tickets, is increasingly commonplace. In a linear and goal-driven online service transaction, consumers cannot simply avoid unwanted promotional messages as they are unsure of the promotional content’s goal-relevance. An online study shows that adding promotional elements to online services creates initial compliance far beyond traditional website performance, but also generates strong negative affect ranging from confusion to frustration and anger. While immediate compliance with service-embedded promotions appears high, actual consumer follow-through expectations are very low.
[ to cite ]:
S. Adam Brasel (2010) ,"Adding Promotions to Online Services: How Goal Relevance Ambiguity Shapes Consumer Response", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 540-541 .