How shopping orientation influences the effectiveness of monetary and nonmonetary promotions

Abstract

Purpose – This research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was predicted that promotions are more effective if the promotional benefits are congruent with consumers’ shopping orientation. Moreover, consumers’ financial budget was assumed to moderate the influence of shopping orientation on promotion effectiveness. Design/methodology/approach – The hypotheses were tested in three experiments. Study 1 used a measure of shopping orientation as a consumer disposition and examined its influence on promotion attractiveness. Two further studies used an experimental manipulation of shopping orientation and examined its influence on promotions attractiveness and retailer choice. Findings – The results supported the hypotheses. Task-focused shoppers evaluated monetary promotions as more attractive than nonmonetary promotions. Experiential shoppers evaluated both types of promotions as comparably attractive. Furthermore, experiential shoppers were more likely than task-focused shoppers to choose a retailer offering a nonmonetary promotion over a retailer offering a monetary promotion. Low financial budget, however, reduced the influence of shopping orientation on retailer choice. Originality/value – To effectively use promotions as a tool, marketers and retailers need to know when and how to use them, as well as understand which type of promotion is the most effective. This research implies that retailers will benefit from customizing promotions to fit consumers’ shopping orientations. Furthermore, the findings show that the advantage of such a tailored approach is reduced if consumers’ financial budget is limited.

Moderating Effects of Sales Promotion Types

“…In this case, a stronger relationship is expected for consumers exposed to non-monetary promotion. This assumption is based on the following arguments: (a) consumers who are exposed to non-monetary campaigns are less sensitive to price (Ailawadi et al, 2009); (b) non-monetary promotions are effective in evoking longterm behaviors, such as those related to brand image (Aaker, 1991;Esteban-Bravo, Mugica, & VidalSanz, 2009;Gupta, 1988); (c) non-monetary promotions stimulate exploration perceptions, selfexpression and entertainment (Schindler, 1989), which are related to hedonic value perceptions (Chandon et al, 2000;Kwok & Uncles, 2005); and (d) non-monetary promotions are aligned with experiential purchase orientations, as demonstrated in the results of the recent research (Büttner, Florack, & Göritz, 2015). Based on these arguments, the following hypothesis is proposed:…”

“…169-189, Apr./June 2015 www.anpad.org.br/bar a product may facilitate and increase its appeal to a variety of social groups and classes. This is reduced in monetary sales promotions since the benefits offered don't have direct benefits on the price (Alvarez & Casielles, 2005;Büttner et al, 2015).…”

“…Hence, sales promotion technique generates the perception of exploration and selfexpression (Schindler, 1989). Research conducted by Büttner, Florack and Göritz (2015) showed that consumers with experiential shopping guidelines choose non-monetary campaigns when compared to task-focused consumers.…”

The relationship between consumer shopping stress and purchase abandonment in task-oriented and recreation-oriented consumers

“…Task-oriented consumers see the shopping trip mainly as a mission to be completed as efficiently as possible (Büttner et al 2015). They are rational and cognitive, and intend to purchase a product efficiently (Kaltcheva and Weitz 2006).…”

“…We also split the sample into task-oriented shoppers (value of motivational orientation higher than the midpoint 4 on the 7-point task orientation scale; n = 117) and recreation-oriented shoppers (value lower than 4 on the 7-point task orientation scale; n = 72) (e.g., Büttner et al 2015;Lunardo and Mbengue 2009). Figure 3 shows that among task-oriented consumers, purchase abandonment was more likely in the high stress condition than in the low stress condition (25.87% vs. 12.96%, β low → high = .85, p < .05, one-tailed).…”