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1、JournalofBusinessResearch56(2003)513–522AmodelofconsumerresponsetotworetailsalespromotiontechniquesMichelLarochea,*,FrankPonsa,NadiaZgollia,bcMarie-Ce´cileCervellon,ChankonKimaDepartmentofMarketing,FacultyofCommerceandAdministration,ConcordiaUniversity,Montreal,Quebec,CanadaH3G1M
2、8bMcGillUniversity,Montreal,CanadacSt.Mary’sUniversity,Halifax,CanadaAbstractTheoccurrenceandthechoiceofappropriateretailsalespromotiontechniquesareimportantdecisionsforretailers.Itiscrucialforthemtoapprehendthemechanismsinvolvedattheconsumerlevelregardingthesesalespromotions.The
3、refore,inthecontextofconsumers’useofretailsalespromotions,amultidimensionalmodel,whichfollowsacognitive–affective–behaviorpattern,isproposed.Thismodelisbasedontwodifferentpromotionaltools—couponsandtwo-for-onepromotions—supposedtotriggerdifferentpromotionalresponses.Moreover,thep
4、otentialinfluencesonthispatternofconsumers’traitsareincluded.Variablessuchasbusyness,varietyseeking,perceivedfinancialwellness,marketmaven,brandloyaltyandstoreloyaltythatwerepreviouslyintroducedinresearchoncouponpromotionsarepositedtohavespecificinfluencesonthethreecomponentsofth
5、epattern.Throughcontrastingtwotypesofpromotionaltools,wehighlightcommonalitiesintheprocessofpromotionuse,butnonethelesssignificantandinterestingdifferences,bothinthewholeprocessandintheinfluenceofindividual-differencevariables.Resultsandimplicationsforretailersaswellasforresearch
6、ersarediscussed.D2003ElsevierScienceInc.Allrightsreserved.Keywords:Salespromotion;Consumerresponses1.Introduction1997).However,thelackofdistinctionmadeamongtheattitudinalandbehavioralconstructswhenmeasuringtheWithintheretailmarketingmix,salespromotionshavedealpronenessconceptisac
7、rucialissueinretailsalesoneofthestrongestimpactonshort-termconsumptionpromotionstudies(Lichtensteinetal.,1990).Forinstance,behavior.SalespromotionsarebeneficialtoretailersinLichtensteinetal.(1995,1997)arguethatthetraditionalseveralaspects:First,promotionalvariablessuchasin-storeb
8、ehavioral-levelmeasurementofdealpronenes
