How Time Restrictions Work: the Roles of Urgency, Anticipated Regret, and Deal Evaluations

HOW TIME RESTRICTIONS WORK: THE ROLES OF URGENCY, ANTICIPATED REGRET, AND DEAL EVALUATIONS

 

Scott D. Swain

Assistant Professor

Department of Marketing

School of Management

Boston University

595 Commonwealth Avenue

Boston, MA 02215

Phone: 617-353-5978

FAX: 617-353-4098

swain@bu.edu

 

 Richard Hanna

Assistant Professor

Department of Marketing

Carroll School of Management

Boston College

140 Commonwealth Avenue

Chestnut Hill, MA 02146

Phone: 617-552-3095

FAX: 617-552-6677

hannari@bc.edu

 

Lisa J. Abendroth

Assistant Professor

Department of Marketing

School of Management

Boston University

595 Commonwealth Avenue

Boston, MA 02215

Phone: 617-353-4412

FAX: 617-353-4098

lisaa@bu.edu

 

 

ABSTRACT

The authors reconcile conflicting findings in the promotions literature regarding time restrictions. Using hypothetical and real coupons, the authors show that shorter time restrictions lower purchase intent by lowering deal evaluations while also increasing purchase intent by increasing consumers’ sense of urgency. The authors also demonstrate that anticipated regret plays a more complex role in consumers’ responses to promotions than previously believed.

Citation:

Scott D. Swain, Richard Hanna, and Lisa J. Abendroth (2006) ,"How Time Restrictions Work: the Roles of Urgency, Anticipated Regret, and Deal Evaluations", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 523-525.

Download