The Effects of Centrality and Distinctiveness on the Usage of Co-Promotions

We examine factors that affect the impact of co-promotion coupons on consumers’ usage intention. Using schema theory, we suggest that consumers may evaluate co-promotion coupons in the context of a given usage situation, e.g., Thanksgiving dinner. We propose that the effectiveness of a co-promotion will be a function of two aspects of the promoted product categories: 1) centrality, which refers to importance; and 2) distinctiveness, which refers to uniqueness. We predict an interaction effect such that when centrality of one of the co-promotion partners is low, higher distinctiveness will enhance usage intentions. Support for our predictions is found in an experimental study that manipulates centrality and distinctiveness.



Citation:

Hurrem Yilmaz, Amna Kirmani, and B.P.S. Murthi (2008) ,"The Effects of Centrality and Distinctiveness on the Usage of Co-Promotions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 824-825.

Authors

Hurrem Yilmaz, State University New York, Oneonta
Amna Kirmani, University of Maryland
B.P.S. Murthi, The University of Texas, Dallas



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Meat the Needs: Ahold Delhaize Sustainable Retailing Model

Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA

Read More

Featured

G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization

Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada

Read More

Featured

Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

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.