Original Research ARTICLE
How do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study
- 1Yanshan University, China
Due to consuming hedonic products unnecessary to basic well-being, consumers need justifications for pleasure. However, different justifications have differential influences in promotion of hedonic purchases, such as price and quantity promotions (PP and QP), the difference between which is that the latter requires purchasing additional units to get the same discount as the former. In the present study, even-related potentials (ERPs) was applied to revealing timing of brain activities for further understand of how promotion information consisted of promotion type (PP and QP) and discount depth, deep and shallow discounts (DD and SD) on hedonic products was processed. Behaviorally, consumers were more willing to purchase items in PP and DD conditions than QP and SD conditions respectively, and spent more time making final purchase decision in QP and DD condition or PP and SD condition compared to PP and DD condition. Neurophysiologically, DD recruited automatically attentional resources than SD and led a higher P2 amplitude. QP and DD condition or PP and SD condition evoked a larger N2 amplitude and enhanced perceptual conflict compared to PP and DD condition. During late stage, PP and DD elicited a more positive LPP amplitude in contrast to QP and SD respectively, indicating that people have stronger purchase intention and positive affect in PP and DD contexts. These findings provided evidence for the differential influences between PP and QP and what ultimately made consumers buy hedonic products or not.
Keywords: Price promotion, quantity promotion, Hedonic purchase, P2, N2, LPP
Received: 14 Jan 2019;
Accepted: 07 May 2019.
Edited by:Waldemar Karwowski, University of Central Florida, United States
Reviewed by:Victor M. Pulgar, Wake Forest School of Medicine, United States
Qingguo Ma, Zhejiang University, China
Copyright: © 2019 Jing, Mei, Song, Wang and Shi. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Ms. Yupeng Mei, Yanshan University, Qinhuangdao, Hebei Province, China, email@example.com