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The Impact of Advertised Sale Duration on Consumer Perceptions

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Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

This paper explores the effects that advertisements for sales of limited duration have upon consumers’ perceptions. An experimental approach is used to test the relative impact of advertised sales of one, three and five day duration along with a control group. Psychological reactance theory is used as a guiding framework. The results tend to indicate that the advertised duration of a sale is capable of affecting consumer perceptions. Specifically, advertised sales of shorter duration appear to be capable of arousing incremental attraction. Directions for future research are also explored.

Keywords

  • Purchase Intention
  • Consumer Perception
  • Psychological Reactance
  • American Market Association
  • Experienced Shopper

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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  • DOI: 10.1007/978-3-319-17052-7_24
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Lessne, G.J. (2015). The Impact of Advertised Sale Duration on Consumer Perceptions. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_24

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