Consumer Responses to Multi-Promotion Offering: The Moderating Impact of Regulatory Orientation

Abstract

Among the various promotional tools, bonus packs and price discounts have been found to be the most effective and have thus attracted the most attention from researchers. This research primarily focuses on multi-promotion offers containing both a bonus pack and a price discount (i.e., BP + PD offers). The present research aims to examine the moderating role of consumers’ regulatory orientation in their responses to BP + PD offers. That is, this research investigates whether consumers’ attitude toward the BP + PD offers and their purchase intention differ according to their regulatory orientation (promotion orientation vs. prevention orientation). Specifically, it is predicted that consumers with a prevention orientation, as compared to those with a promotion orientation, will have more favorable attitude toward the offers containing the high PD but low extra amount of BP (i.e., HPD LBP offers) than the offers containing a high extra amount of BP but low PD (HBP LPD offers) (hypothesis 1) and higher product purchase intention in the HPD LBP offers (hypothesis 2). An experiment was conducted to test the hypotheses. Consistent with the hypotheses, it was found that participants’ regulatory orientation moderates their responses to multi-promotion offering.