The Interplay Between Advertising Messages, Perceived Quality Uncertainty of Products, and Sales Promotions Categories in Cosmetics Marketing

Effect of Quality Uncertainty, Regulatory Focus, and Promotional Strategies on Perceived Savings for Sustainable Marketing

“…It is argued that consumers' problem-solving approaches and emotional responses vary, depending on their regulatory focus [15,16]. Prior studies have found that consumer responses to commercial messages (e.g., price-related promotions, advertising messages) can also vary, depending on regulatory focus.…”

“…For promotion-focused consumers, a gain-oriented message that directs them toward an ideal situation is effective. By contrast, for prevention-focused consumers, messages that focus on loss avoidance are more effective due to the larger psychological mechanism that is needed to avoid a poor outcome [15,22,23]. Although there have been numerous studies related to price-related promotions, the role of consumer motivation in the effect of such promotion had received little attention to date.…”

“…In general, consumers tend to avoid quality uncertainty, and consumers with a high tendency to avoid quality uncertainty may postpone their purchasing decision at the point of purchase. Therefore, quality uncertainty can be a barrier to completing purchasing decisions [15]. Before purchasing the product that consumers have never experienced, they reduce quality uncertainty for such a product through accessing sufficient information.…”

“…Promotional messages relating to gain are more persuasive to promotion-focused consumers, whereas messages relating to loss are more persuasive to prevention-focused consumers [39]. Kim and Cheong [15] investigated the impacts of the type of advertising message and quality uncertainty on promotional effects. They found that value-added promotion has higher purchase intention when the advertising message is gain-focused.…”

“…Repeated promotional pricing can degrade price, reducing the lowest price that consumers are willing to pay for a given product, reduce the product's perceived value, and change consumers' demand pattern leading forward buying [13]. In addition, various price-related promotions impact consumer behavior depending on consumers' personality, such as the regulatory focus [14][15][16][17]. Therefore, firms must choose price-related promotions with significant positive effects on sustainable marketing management.…”