The mysteries of mystery deals: The roles of purchase type (material vs. experiential purchases) and excitement neglect.

Hewage, Ganga S. Urumutta; He, Xin

doi:10.1037/xap0000318

Cited by 5 publications

(1 citation statement)

References 65 publications

(108 reference statements)

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“…One hundred three participants ( M age = 36.07, 56.3% females) from MTurk completed this study, in which we assessed their regulatory focus using Lockwood et al’s (2002) scale (Cronbach’s α = .73). We manipulated purchase frames as in Urumutta Hewage and He (2022), which followed a similar procedure used by Carter and Gilovich (2010; albeit with a different product). Participants imagined that they were in a wine and spirit store and saw a bottle of wine.…”

Section: Methodsmentioning

confidence: 99%

Preference for experiences: Regulatory focus and the trade-offs between experiential and material purchases.

Hewage¹,

He²

2022

Journal of Experimental Psychology: Applied

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Consumers often make trade-offs between experiential and material purchases, a choice which has important implications for consumers as well as marketers. The current research explores the effect of regulatory focus on such trade-offs. We find that promotion-driven individuals have a higher preference for experiential purchases than people with a prevention focus. This effect is demonstrated with a set of nine studies that utilize different operationalizations of regulatory focus and purchase type, including seven studies in the main text that use experimental data and two studies in the online Supplemental Materials that use real-world data (Instagram and Google Trends). Due to the variable nature of an experiential purchase, promotion-focused individuals are drawn to its numerous upside potentials, whereas prevention-focused people focus on its many downside potentials. Using both the mediation and moderation approaches, we show that the focus of attention on experiential purchases drives the observed effect. Finally, we demonstrate the evidential value of our findings with a p-curve analysis. Public Significance StatementOur research examines how regulatory focus affects the trade-off between experiential and material purchases. We find that individuals who are promotion focused tend to have a higher relative preference for experiential purchases than people who are prevention focused, an effect that is driven by their differential attention to the upside and downside potentials of experiential purchases.

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Section: Methodsmentioning

confidence: 99%

Preference for experiences: Regulatory focus and the trade-offs between experiential and material purchases.

Hewage¹,

He²

2022

Journal of Experimental Psychology: Applied

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Giver‐receiver discrepancy in decisions between probabilistic and regular gifts

Peng,

Zeng

2024

Psychology and Marketing

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Previous research has identified discrepancies between gift givers and receivers in their attitudes towards certain types of gifts, such as self‐improvement gifts. However, it remains unexplored whether there are divergent preferences between givers and receivers regarding probabilistic gifts (i.e., gifts involving probabilistic goods), despite the growing popularity of such goods. To address this gap, we conducted five studies. Study 1 revealed that when presented with a choice between probabilistic gifts and regular gifts, givers were less likely than receivers to select probabilistic gifts. This discrepancy was replicated in two contexts: vertical outcomes of probabilistic gifts (e.g., travel packages with varying prices) in Study 2, and horizontal outcomes of probabilistic gifts (e.g., T‐shirts with different patterns) in Study 3. Study 4 identified that this asymmetrical preference occurred due to different regulatory focus and perceptions of norm violations among individuals when engaging in gift giving. Givers exhibited a higher inclination towards prevention‐focused strategies, whereas receivers displayed a stronger preference for promotion‐focused strategies. Moreover, givers tend to significantly overestimate the extent to which receivers perceive probabilistic gifts as violating gifting norms. These disparities resulted in an asymmetrical preference for probabilistic gifts between givers and receivers. In Study 5, we found that consideration of creativity in gifting moderated the giver‐receiver asymmetrical preference for probabilistic gifts. Specifically, givers with heightened consideration of creativity were more likely to choose probabilistic gifts. These findings imply that gift givers could give greater consideration to probabilistic gifts, and marketers can capitalize on this by promoting probabilistic goods as viable gift options.

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Uncertainty marketing tactics: An overview and a unifying framework

Kovacheva

Nikolova

2023

J. of the Acad. Mark. Sci.

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The mysteries of mystery deals: The roles of purchase type (material vs. experiential purchases) and excitement neglect.

Cited by 5 publications

References 65 publications

Preference for experiences: Regulatory focus and the trade-offs between experiential and material purchases.

Preference for experiences: Regulatory focus and the trade-offs between experiential and material purchases.

Giver‐receiver discrepancy in decisions between probabilistic and regular gifts

Uncertainty marketing tactics: An overview and a unifying framework

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