No Time to Enjoy the Extra! Aging and Consumer Reaction Toward Volume-Based Promotion

Four studies demonstrate that consumers of chronological or psychological older age will exhibit less favorable attitudes toward volume-based sales promotion (e.g., promotion with free extra product volume), than their younger counterparts. This effect is mediated by the limited time horizon perspective among older consumers. One moderator is discussed.


Jiexian (Chloe) Huang, Linying (Sophie) Fan, and Yuwei Jiang (2021) ,"No Time to Enjoy the Extra! Aging and Consumer Reaction Toward Volume-Based Promotion", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 215-216.


Jiexian (Chloe) Huang, Hong Kong Polytechnic University
Linying (Sophie) Fan, Hong Kong University of Science and Technology
Yuwei Jiang, Hong Kong Polytechnic University


NA - Advances in Consumer Research Volume 49 | 2021

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