There is More to Promotions Than Increased Sales: Novel Consumer Responses to In-Store Promotions

In-store promotions are frequently encountered marketing tactics. Yet much of the research on in-store promotions has been managerially in nature, examining the effects on manufacturers and retailers. In contrast, this session focuses squarely on the consumer and asks: beyond purchase, how do consumers respond to different types of in-store promotions? Specifically, the papers examine how consumers respond to different pricing strategies, promotional displays, pro-social appeals at check-out, and in-store promotional events. Reflecting the conference theme of expanding wisdom, this session sheds new light on in-store promotions by examining a range of novel consumer reactions to a variety of in-store promotions. All papers are at an advanced stage with multiple studies completed. We expect this session to generate significant interest among researchers studying decision making in retail environments, but also those interested in pricing, timing and event markers, brand experiences, and pro-social behavior.