It has to be ME (not YOU): the role of competitive message on the effectiveness of sales promotion
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In the present study, we find that a restrictive message that limits the availability of theproduct amount (vs. purchasing time) is perceived as more competitive by consumers. Previous literature on gender difference suggests that men (vs. women) tend to respondmore positively to competition in a competitive setting. Based on the previousfindings on gender difference, we prove that gender has a moderating role in predictingmore positive attitudes toward a competitively framed sales promotion. In addition,acquiring the products over competition may provide the consumer with a sense oftriumph. Therefore, male consumers’ desire to win might elicit a more positive attitudetoward the product and higher purchase intention under a competitively framed salespromotion. As hypothesized, we also find that amount-limited sales promotions lead toa more positive attitude toward the products and a higher purchase intention for malecustomers who are more competitively inclined than women. However, no such effectwas found in time-limited sales promotions.
Abstract
In the present study, we find that a restrictive message that limits the availability of theproduct amount (vs. purchasing time) is perceived as more competitive by consumers. Previous literature on gender difference suggests that men (vs. women) tend to respondmore positively to competition in a competitive setting. Based on the previousfindings on gender difference, we prove that gender has a moderating role in predictingmore positive attitudes toward a competitively framed sales promotion. In addition,acquiring the products over competition may provide the consumer with a sense oftriumph. Therefore, male consumers’ desire to win might elicit a more positive attitudetoward the product and higher purchase intention under a competitively framed salespromotion. As hypothesized, we also find that amount-limited sales promotions lead toa more positive attitude toward the products and a higher purchase intention for malecustomers who are more competitively inclined than women. However, no such effectwas found in time-limited sales promotions.
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