Shin, Dongwoo; Leigh, James H.
January 2005
AMA Winter Educators' Conference Proceedings;2005, Vol. 16, p256
Conference Proceeding
Shopping behavior is goal-directed and often planned. Shoppers seek desired outcomes (e.g., obtaining a desired product) or positive experience (e.g., having a relaxing vacation experience). A consumer often sacrifices other alternatives to achieve his/her chosen goal and implements various self-regulatory strategies to prevent him/ her from giving in to the alternatives. Many sales-promotion strategies are designed to affect such self-regulatory strategies by providing economic and psychological incentives. The action-oriented framework proposed in this paper emphasizes the influence of sales promotions in a consumer's goal-striving process and regulatory functions of implementation intention. The main premise of the suggested framework is that sales promotion influences not only the process of formulating goal intentions but also the process of creating and executing implementation intentions (Gollwitzer 1999), the building blocks of an action plan, which play the key-mediating variable between goal intention and buying behavior. The model hypothesizes that a sales promotion stimulus influences a consumer's goal striving process via two routes: formation and disturbance processes. Formation refers to a process which a sales promotion motivates a consumer to form a new set of implementation intentions. The process of formation starts with creating a purchase intention. When a consumer encounters a sales promotion stimulus before developing a purchase intention, he/she includes the additional benefits (i.e., informational, economic, and affective, Raghubir et al. 2004) from the promotion to their decision process. After considering the alternatives, the consumer makes up his/her mind and creates an intention to purchase a certain product. The purchase intention summarizes the strength of motivation that provides the consumer energy to develop, pursue, and realize his/her action plan. After the consumer created a purchase intention, he/she seeks information concerning when, where, and how to formulate implementation intentions. The information from sales promotion provides not only value-related but also planrelated content (i.e., the information about the store location, the period of the promotion, etc.). Such plan-related information is connected with appropriate purchase behaviors, creating new implementation intentions leading to a higher chance of realizing the purchase behavior. Disturbance refers to a process whereby a sales promotion influences a consumer's buying behavior by breaking his/her current implementation intentions. When a consumer encounters a promotion stimulus, it often breaks his/her original implementation intentions and induces him/her to switch to purchase the promoted product since it provides an alternative with additional benefits. In this disturbance process, the values (i.e., motivations) from the sales promotions should provide sufficient force to break the current action plan. When the incentive is sufficient, the shopper halts the execution of his/her current implementation intention (i.e., it breaks the cognitive link between the environmental cues and the desired behavior), and activates a disturbance feedback loop to reevaluate the current and new options. We introduce Kuhl's (1994) action orientation tendency as a moderating variable that influences the formation and disturbance processes. An action-oriented person can maintain and execute goal intentions more efficiently than a state-oriented person because he/she focuses more on a realistic action plan. In contrast, a state-oriented person focuses more on the evaluation of the present state, a past state, or a future state and lacks the flexibility of his/ her action plan.…


Related Articles

  • BOGOF deals rival TV ads for driving product trial. Charles, Gemma // Marketing (00253650);10/31/2007, p1 

    The article reports that buy one, get one free (BOGOF) product promotions in Great Britain have drawn level with television advertising for driving product trial. Research among a representative sample of shopping population found that one in four respondents said they had tried a product on the...

  • Bogof gets top marks in our shopper survey. Valentine, Matthew // In-Store;Apr2005, p13 

    Focuses on the results of a survey conducted by "In-Store" and research group ESA on the attitude of consumers in Great Britain toward grocery shopping and product promotion. Type of sales promotion preferred by British consumers; Supermarket preferred by the consumers; Percentage of the...

  • Health concerns demand rethink of brand basics. Haynes, Laura // Marketing (00253650);6/26/2003, p21 

    No matter what somebody's moral stance is on smoking, they must have some sympathy for companies trying to develop and promote products in a market where people apologize for their purchase because social opinion is against them, where advertising and promotion are restricted or banned and where...

  • Competitive Reactions to Advertising and Promotion Attacks. Steenkamp, Jan-Benedict E. M.; Nijs, Vincent R.; Hanssens, Dominique M.; Dekimpe, Marnik G. // Marketing Science;Winter2005, Vol. 24 Issue 1, p35 

    How do competitors react to each other's price-promotion and advertising attacks? What are the reasons for the observed reaction behavior? We answer these questions by performing a large-scale empirical study on the short-run and long-run reactions to promotion and advertising shocks in over 400...

  • letters. Kramer, Paul; Brigandi, George; Chung, James // Promo;Nov2003, Vol. 16 Issue 12, p102 

    Presents letters to the editor referencing articles and topics discussed in the previous issues. "Brands at the Crossroads" regarding promotional marketing and advertising campaigns; "Storm Shelter," on strategic and creative resource management; Consumer related issue about WUSA in the August...

  • Make customer journey a seamless experience.  // Marketing Week;7/26/2012, Vol. 35 Issue 28, p27 

    The article examines shopper marketing, or in-store advertising and direct marketing aimed at consumers inside retail stores or interacting with other marketing channels. Matt Tab, director of the marketing consulting firm Wax Communications says that shopper marketing differs from overall...

  • Consumer Response to Special Promotions of Regional Shopping Centers. Kleimenhagen, Arno K.; Leeseberg, Donald G.; Eilers, Bernard A. // Journal of Retailing;Spring72, Vol. 48 Issue 1, p22 

    Do special promotions expand retail trade areas? How much promotion generated traffic represents "regular" center traffic? How much can be considered new traffic? is it possible to determine if alterations in existing patronage patterns can be brought about through the use of such promotions?...

  • IN BRIEF.  // New Media Age;11/17/2005, p4 

    The article offers news briefs related to advertising and marketing as of November 2005. A research commissioned by online payments provider PayPal shows that the average British shopper spends £157 a month on online shopping. Interactive TV brand CITV is launching a Web site that contains a...

  • Shopping Behavior for Soft Goods and Marketing Strategies. Williams, Jerry; Dardis, Rachel // Journal of Retailing;Fall72, Vol. 48 Issue 3, p32 

    This article examines shopping behavior for soft goods to determine the degree of purchase planning and shopping activity for such goods. This information may assist manufacturers and distributors in developing various marketing strategies, particularly those related to advertising and...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics