Is Online Multiple-Stores Cooperative Promotion Better than Single-Store Promotion? Misprediction from Evaluation Mode
Yang L, Huang Y, Ho Y-Chun(Chad), Lin Z, IsOnline Multiple-Stores Cooperative Promotion Better Than Single-Store Promotion?Misprediction from Evaluation Mode,Information and amp; Management(2019), DOI: 10.1016/j.im.2019.02.003
60 Pages Posted: 21 Mar 2018 Last revised: 15 Feb 2019
Date Written: February 8, 2019
Inspired by the evaluation mode theory, we show online vendors mispredict consumers' responses to different types of sales displays. While vendors predict that consumers evaluate a featured product more positively in a cooperative sales promotion (CSP; i.e., multiple stores promoting synchronously) than in an independent sales promotion (ISP; i.e., a single store promoting independently), consumers actually do the opposite. The reason is that vendors compare CSP with ISP and are able to evaluate depending on perceived acquisition utility; consumers, however, see either CSP or ISP, resulting in difficulty in accessing acquisition utility. Thus, they evaluate according to perceived transaction utility.
Keywords: cooperative sales promotion; independent sales promotion; evaluation mode; product evaluation; misprediction; acquisition-transaction utility
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