When Do Entertaining Promotions Trigger Caution?

We propose that promotional efforts that attempt to entertain shoppers (e.g., "instant-win" games) can make deals less attractive for some consumers. In particular, such promotions can activate persuasion knowledge, triggering a cautious outlook and skepticism about the accompanying deal—but only for consumers who have a strong need to preserve their sense of self determination. Consistent with this persuasion knowledge conceptualization, we find in three studies that consumers who do not have strong needs for self determination find entertaining promotions more attractive than those who have strong needs, and that this difference disappears when all are prompted to adopt a cautious mindset.



Citation:

Donnel Briley and Shai Danziger (2010) ,"When Do Entertaining Promotions Trigger Caution? ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 515-516 .

Authors

Donnel Briley, University of Sydney, Australia
Shai Danziger, Ben-Gurion University, Israel



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More

Featured

Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems

Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA

Read More

Featured

How the Voice Persuades

Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, 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.