More expectations, more disappointments: Ego depletion in uncertain promotion

Uncertain promotion is used widely in marketing practice. This study discusses the ego depletion differences of consumers for three types of uncertain promotions based on expectation disconfirmation theory. Two studies show consumers have the greatest ego depletion in effort-oriented uncertain promotions, followed by skill-oriented and least luck-oriented promotions. Additionally, the ego depletion degree has a negative impact on activity satisfaction in the short-term and brand loyalty in the long-term. Finally, under the moderation of customers’ expectation realization states, achieving expectations has repaired ego depletion for three types of promotions, while failing to achieve expectations only aggravates ego depletion for skill-oriented promotions. •Reveals the evolution mechanism of ego depletion in uncertain promotion.•Studies the short and long-term effects of ego depletion on consumers' attitudes.•Discusses the moderation mechanism of customers' expectation realization states.•Realizes the cohesion of three stages in the process of uncertain promotions.