The date of expiration for sales promotion will force consumers to achieve the cognitive closure in a short period of time. While the model excludes subjective time pressure (perception of opportunity cost), both individual time constrains and promotion time restrictions (objective time pressure) will cause consumers to depend on heuristics. Under this condition, promotion time restrictions will affect information searching for promotion decision making even stronger. The reference dependent points of consumers will generally focus on the brand experience and product price knowledge in order to meet their needs for cognitive closure. While the model includes subjective time pressure and selects it as a mediator, the manners of information searching for consumers will split. Under this condition, consumers will not only depend on heuristics, but also take necessary information searching and learning (rational thinking) into account. To a great extent, the study has testified that there is an internal relation between time pressure and information searching for promotion decision making, i.e., the information searching by consumers will prefer heuristics for meeting a demand for cognitive closure.
Key words
promotion decision making /
time pressure /
information searching /
heuristics /
need for cognitive closure
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
References
[1] 卢长宝.销售促进强度与效用研究[M].吉林人民出版社.2004.
[2] Inman J., Leigh M. A retailer promotion policy model considering promotion signal sensitivity [J].Marketing Science.1993, 2(4):339-356.
[3] 金立印.促销活动效果比较研究:诱因类型、获得时机和条件限制对促销效果的影响[J].管理评论.2008,20(8):34-44.
[4] Tykocinski O., Pittman T. Product aversion following a missed opportunity: price contrast or avoidance of anticipated regret [J]. Basic and Applied Social Psychology. 2001, 23: 149-156.
[5] Svenson O., Maule J. Time pressure and stress in human and decision making [M]. Plenum Press.1993.
[6] Payne J., Bettman J., etl. When time is money decision behavior under opportunity cost time pressure [J].Organizational Behavior and Human Decision Processes.1996, 66(2):131-152.
[7] Mansoor, Pakath. Searching for information in a time-pressured setting: experiences with a Text-based and an Image-based decision support system [J]. Decision Support Systems. 2005, 41(1):37-68.
[8] 乔治等.广告与促销[M].张红霞等译.东北财经大学出版社.2000.
[9] Kruglanski A. W. Lay epistemics and human knowledge: cognitive and motivational bases [M]. New York: Plenum. 1989.
[10] Kruglanski A. W, Webster D. M. Motivated closing of the mind: "Seizing" and "Freezing" [J]. Psychological Review. 1996, 103(2):263-283.
[11] Webster D. M, Kruglanski A. W.Cognitive and social consequences of the need for cognitive closure [J]. European Review of Social Psychology. 1998, 8:133 161.
[12] Kahneman D. Maps of Bounded Rationality: Psychology for Behavioral Economics [J].The American Economic Review.2003, 93(5):1449-1475.
[13] 戈登,罗纳德.市场营销中的消费者心理学[M].北京:机械工业出版社.2001.
[14] Blodgett J, Hill D. An exploratory study comparing amount of search measure to consumer reliance on each source of information [J]. Advance in Consumer Research. 1991, 9(18):773-780.
[15] Stijin M, J Van Osselaer, Joseph W. Consumer learning and brand equity [J].Journal of consumer research. 2002, 27: 1-16.
[16] 李东进.消费者搜寻信息努力的影响因素及其成果与满意的实证研究[J].管理世界.2002(12):100-106.
PDF(1074 KB)
