{"title":"前置式和后置式促销的效果:中国和巴基斯坦消费者的比较","authors":"Zhenpeng Yu, H. Zeng, Liaogang Hao","doi":"10.2224/sbp.12218","DOIUrl":null,"url":null,"abstract":"We explored the effects of front-loaded and rear-loaded promotions on consumers across China (long-term orientation) and Pakistan (short-term orientation). Respondents were students from a university in Chengdu, China ( = 213) and a university in Karachi, Pakistan ( = 209). The results\n showed that front-loaded promotions generated higher consumer perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions, with perceived value and anticipated regret mediating the link between promotional strategies and purchase intention.\n Further, cultural background played a moderating role in the influence of promotion strategies on consumer responses. Specifically, for long-term-oriented consumers in China, front-loaded promotions generated higher perceived value, greater anticipated regret, and stronger purchase intention\n than did rear-loaded promotions. However, for short-term oriented consumers in Pakistan, the influence of the type of promotional strategy on consumers' response was nonsignificant. This research enhances understanding of how consumers' attitude toward instant versus delayed benefits influences\n the effect of promotion strategies, offering management implications for global enterprises to develop effective promotion strategies.","PeriodicalId":48157,"journal":{"name":"Social Behavior and Personality","volume":null,"pages":null},"PeriodicalIF":1.0000,"publicationDate":"2023-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Effects of Front-Loaded and Rear-loaded Promotions: A Comparison Of Consumers in China and Pakistan\",\"authors\":\"Zhenpeng Yu, H. Zeng, Liaogang Hao\",\"doi\":\"10.2224/sbp.12218\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"We explored the effects of front-loaded and rear-loaded promotions on consumers across China (long-term orientation) and Pakistan (short-term orientation). Respondents were students from a university in Chengdu, China ( = 213) and a university in Karachi, Pakistan ( = 209). The results\\n showed that front-loaded promotions generated higher consumer perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions, with perceived value and anticipated regret mediating the link between promotional strategies and purchase intention.\\n Further, cultural background played a moderating role in the influence of promotion strategies on consumer responses. Specifically, for long-term-oriented consumers in China, front-loaded promotions generated higher perceived value, greater anticipated regret, and stronger purchase intention\\n than did rear-loaded promotions. However, for short-term oriented consumers in Pakistan, the influence of the type of promotional strategy on consumers' response was nonsignificant. This research enhances understanding of how consumers' attitude toward instant versus delayed benefits influences\\n the effect of promotion strategies, offering management implications for global enterprises to develop effective promotion strategies.\",\"PeriodicalId\":48157,\"journal\":{\"name\":\"Social Behavior and Personality\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.0000,\"publicationDate\":\"2023-06-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Social Behavior and Personality\",\"FirstCategoryId\":\"102\",\"ListUrlMain\":\"https://doi.org/10.2224/sbp.12218\",\"RegionNum\":4,\"RegionCategory\":\"心理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"PSYCHOLOGY, SOCIAL\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Behavior and Personality","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.2224/sbp.12218","RegionNum":4,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"PSYCHOLOGY, SOCIAL","Score":null,"Total":0}
Effects of Front-Loaded and Rear-loaded Promotions: A Comparison Of Consumers in China and Pakistan
We explored the effects of front-loaded and rear-loaded promotions on consumers across China (long-term orientation) and Pakistan (short-term orientation). Respondents were students from a university in Chengdu, China ( = 213) and a university in Karachi, Pakistan ( = 209). The results
showed that front-loaded promotions generated higher consumer perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions, with perceived value and anticipated regret mediating the link between promotional strategies and purchase intention.
Further, cultural background played a moderating role in the influence of promotion strategies on consumer responses. Specifically, for long-term-oriented consumers in China, front-loaded promotions generated higher perceived value, greater anticipated regret, and stronger purchase intention
than did rear-loaded promotions. However, for short-term oriented consumers in Pakistan, the influence of the type of promotional strategy on consumers' response was nonsignificant. This research enhances understanding of how consumers' attitude toward instant versus delayed benefits influences
the effect of promotion strategies, offering management implications for global enterprises to develop effective promotion strategies.
期刊介绍:
Social Behavior and Personality: an international journal publishes papers on all aspects of social, personality, and developmental psychology. The journal has successfully published the work of over 5,500 researchers and professionals, continuously for over 40 years. Now in its prime, the journal looks forward with enthusiasm to continued professional maturity and service to its readership and discipline.