Short-Asking with Long-Encouraging (SALE): A simple method to increase purchase quantity

Abstract

Marketers often use messages such as “Stock up and save” to encourage consumers to buy more units of a product. Governments use messages such as “Store at least a two-week supply of water and food” to encourage consumers to stock up on essentials for emergencies. This research finds that these messages may not work as effectively as hoped and introduces a method that can increase consumers' purchase quantity in these situations. Dubbed as SALE (“Short-Asking with Long-Encouraging”), this method couples a “long-encouraging” statement (e.g., “Stock up for two weeks”) with a “short-asking” statement (e.g., “Think about how many you will consume in one day”) in an advertisement. Two field studies, four lab experiments and a survey with salespeople demonstrated the effectiveness and novelty of SALE and identified the mechanism, moderators and boundary conditions of the effect.