Uncertain-monetary promotions: A consumer motivational perspective

The present research explores whether the effectiveness of different types of uncertain-monetary promotions depends on characteristics of the consumer. Study 1 theorized and found support for the hypotheses that buyers’ motivational-orientation and depth of a discount gap influenced the perceived attractiveness of an uncertain-monetary promotion. Specifically, a low-gap uncertain-monetary promotion is more appealing to shoppers compared with a high-gap uncertain-monetary promotion. However, consumers’ promotion-focus intensity reduces the negative effects of a high-discount gap on the effectiveness of an uncertain-monetary promotion. In addition, consumers’ prevention-focus intensity increases the negative effects of a high-discount gap on the effectiveness of an uncertain-monetary promotion. Study 2 shows that more discount options are preferred by consumers compared with fewer discount options in an uncertain-promotion. However, the positive effect of more discount options is only conspicuous with prevention-focused consumers. Finally, academic and managerial implications as well as future research directions of this master thesis are discussed.