An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness

Fernando de Oliveira Santini, Cláudio Hoffmann Sampaio, Marcelo Gattermann Perin, Valter Afonso Vieira
  • Revista de Administração, January 2015, Business Department, School of Economics, Business & Accounting USP
  • DOI: 10.5700/rausp1210

An analysis of the influence of discount sales promotion

What is it about?

The purpose of this paper is to analyze the influence of discount sales promotion in the purchase intention and the moderating effects of attractiveness in the relationship between intention to purchase a discounted product and the impulsiveness, hedonic perception and financial risk.

Why is it important?

The hypotheses predicted that a product with discount promotion would relate positively with impulsivity, as well as with a hedonic perception about the good offered, and negatively with the perception of financial risk associated with the product offered with discount. A positive moderation was expected of the perceived attractiveness of the announced discount promotion on the intentions of behaviors. The results confirmed the hypothesis, indicating positive effects of impulsivity and hedonic perception by purchasing the discounted products, in addition to the negative link between the intention of purchasing discounted products and the perception of a financial risk. The moderating effects were not confirmed.

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http://dx.doi.org/10.5700/rausp1210

The following have contributed to this page: Claudio Sampaio