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

Effortful but Valuable: How Perceptions of Effort Affect Charitable Gift Choice and Valuations of Charity

Haesung Annie Jung, University of Texas at Austin, USA
Marlone Henderson, University of Texas at Austin, USA

Read More

Featured

Toward Optimal Symbolic Recovery: Why and When “Thank you” is Better than “Sorry” in Addressing Service Delays

Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lili Wang, Zhejiang University
Xiaoyan Deng, Ohio State University, USA

Read More

Featured

“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions

Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, 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.