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.


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.


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


NA - Advances in Consumer Research Volume 35 | 2008

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