More expectations,more disappointments: Ego depletion in uncertain promotion |
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| Institution: | 1. School of Management, Sabanci University, Orhanli-Tuzla, Istanbul, Turkey;2. Koç University Rumeli Feneri Yolu, Sariyer, Istanbul, Turkey;3. School of Management, Sabanci UniversityOrhanli-Tuzla, 34956, Istanbul, Turkey;1. Graduate School of Economics, Keio University, 2-15-45 Mita, Minato-ku, Tokyo, 108-8345, Japan;2. Faculty of Economics, Keio University, 2-15-45 Mita, Minato-ku, Tokyo, 108-8345, Japan;3. RIKEN Center for Advanced Intelligence Project, Nihonbashi 1-chome Mitsui Building, 15th Floor, 1-4-1 Nihonbashi, Chuo-ku, Tokyo, 103-0027, Japan;1. The University of Wisconsin-Green Bay, Wisconsin, 54311, USA;2. Rawls College of Business, Texas Tech University, Lubbock, TX, 79409-2101, USA;3. Owen Graduate School of Management, Vanderbilt University, 401 21st Avenue South, Nashville, TN, 37205, USA |
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| Abstract: | 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. |
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| Keywords: | Uncertain promotion Ego depletion Expectation realization state Activity satisfaction Brand loyalty Emotion |
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