2019
DOI: 10.1108/apjml-05-2018-0191
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An investigation of the promotion effects of uncertain level discount: evidence from China

Abstract: Purpose Uncertain level discount (ULD) is a type of promotion combining regular discount (RD) with uncertainty. The purpose of this paper is to explore the impact of ULD on consumers’ perceived quality compared with RD and to identify the relevant influencing mechanism and boundary for the effectiveness of ULD. Design/methodology/approach Three online experiments were conducted with 445 participants from China. First, experiment 1 compares the attractiveness of ULD and RD. Second, experiment 2 evaluates the … Show more

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Cited by 10 publications
(23 citation statements)
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“…Promotion strategies is an attempt for marketing department to inform, persuade and influence the consumers to buy the products, such as promotion campaigns or events for create awareness that provide more information and getting prospect buyer to test and view the products as well as retaining loyal customers (Tan, Akram & Sui, 2019). The promotion methods can combine the traditional advertisement, sales promotion with offer or discount, sales event and roadshow as well as the modern trends of social media and e-commerce to promote the products.…”
Section: Promotion Strategiesmentioning
confidence: 99%
See 3 more Smart Citations
“…Promotion strategies is an attempt for marketing department to inform, persuade and influence the consumers to buy the products, such as promotion campaigns or events for create awareness that provide more information and getting prospect buyer to test and view the products as well as retaining loyal customers (Tan, Akram & Sui, 2019). The promotion methods can combine the traditional advertisement, sales promotion with offer or discount, sales event and roadshow as well as the modern trends of social media and e-commerce to promote the products.…”
Section: Promotion Strategiesmentioning
confidence: 99%
“…The best innovative and effective promotion activities will not be a success without support by the sufficient promotion budget, as promotional budgets are critical for marketing strategies, which should be allocated for greater effectiveness (Tan, Akram & Sui, 2019). Most companies judge Global Business Management Review, 2020 JUNE 2020 http://gbmr.oyagsb.uum.edu.my and allocate the promotion budget with the past performance of promotion activity; they expected to have an immediate effective performance with sales increase immediately for the money been spent for the promotion activities.…”
Section: Promotion Budgetsmentioning
confidence: 99%
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“…However, in the 21st century, a growing number of researchers have found that uncertainty stimuli exhibit unexpectedly positive effects, especially when applied them to commercial activities (Ruan et al, 2018;Shen et al, 2018;Hill et al, 2016;Sevilla & Meyer, 2020;Guo et al, 2019;Moon & Nelson, 2019). Rather than leading to user aversion, the appropriate use of uncertainty stimuli enables firms to motivate users' decision in a more cost-effective manner (Goldsmith & Amir, 2010;De Vries & Zhang, 2020;Nuryakin &Munro, 2019), or promote without compromising the brand image (Tan et al, 2019). Therefore, the two-sided nature of the effect of uncertain stimulus effects is an important issue to investigate.…”
Section: Introductionmentioning
confidence: 99%