For Fun Or Profit: How Shopping Orientation Influences the Effectiveness of Monetary and Nonmonetary Promotions

Two experiments found that shopping orientation (experiential vs. task-focused) influences how consumers react towards promotions. This influence was moderated by promotion type (monetary vs. nonmonetary). The results indicate that consumers evaluate promotions and retailers as more attractive when the promotional benefits are congruent with consumers’ shopping goals.



Citation:

Oliver B. Büttner, Arnd Florack, and Anja S. Göritz (2012) ,"For Fun Or Profit: How Shopping Orientation Influences the Effectiveness of Monetary and Nonmonetary Promotions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 862-863.

Authors

Oliver B. Büttner, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Anja S. Göritz, University of Vienna, Austria



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Secrecy Prompts Nonconformity-Avoidance in Consumption Choice

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Featured

Attentional Breadth Affects In-store Exploration and Unplanned Purchasing

Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen

Read More

Featured

O11. Have Less, Compromise Less: How the perception of resource scarcity influences compromise decisions

Kate Kooi, University of Miami, USA
Caglar Irmak, University of Miami, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.