Bargain effectiveness in differentiated store environments: The role of store affect,processing fluency,and store familiarity |
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| Institution: | 1. Hasselt University, Faculty of Business Economics, Department Marketing & Strategy, Martelarenlaan 42, 3500, Hasselt, Belgium;2. Vrije Universiteit Brussel, Faculty of Social Sciences & Solvay Business School, Department of Business, Marketing & Consumer Behaviour, Pleinlaan 2, 1050, Brussels, Belgium;3. Fairfield University, Charles F. Dolan School of Business, Department of Marketing, 1073 North Benson Road, Fairfield, CT, 06824-5195, USA;1. Associate Professor of Marketing, Penn State Harrisburg, School of Business Administration, 777 West Harrisburg Pike, Middletown, PA, 17057-4898, USA;2. SVP Client Strategy & Development, CitrusAd, Harrisburg, PA, USA;1. Institute of Business Studies, Kohat University of Science & Technology, Pakistan;2. Department of Management Sciences, COMSATS University Islamabad, Wah Campus, Wah Cantt, Pakistan;3. Institute of Business Studies, Kohat University of Science & Technology, Kohat, Pakistan;4. Institute of Business and Management Sciences, UOA, Peshawar, Pakistan;5. College of Hospitality and Tourism Management, Sejong University, Seoul, 05006, South Korea;6. Social Matters Research Group, Universidad Loyola Andalucía, C/ Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain;1. Department of Operations Management, Xavier Institute of Management, XIM University, Bhubaneswar, Odisha, 751013, India;2. Department of Supply Chain & Information Management, School of Business, College of Charleston, Charleston, SC, 29424, USA;1. Business School, Foshan University, Foshan 528000, China;2. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 N. Shaw Lane, East Lansing, MI 48824, USA;3. Business School, Guangdong University of Foreign Studies, China;4. Shenzhen Tourism College, Jinan University, No.6 EAST OCT Road, Nanshan District, Shenzhen, 518053, China |
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| Abstract: | Two main types of value have been established in the retail literature: merchandise value based on the quality and price of a store's offerings and differentiation value based on the extent of atmospheric cues in the environment. However, it is not clear what happens when a store offers both types of value to a high degree. We investigate how offering a bargain (or price cut) affects consumer responses for high and low differentiation store environments. In two studies, using a simulated store environment in a behavioural laboratory, we find that the presence of bargains in a highly differentiated store environment negatively influences store affect and, in turn, approach behaviour. This effect, however, only holds true for low familiarity stores and can be explained by processing fluency theory. Consequently, retailers focusing on store environment differentiation should reconsider their use of bargains. |
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| Keywords: | Merchandise value Differentiation value Store atmospherics Affect Processing fluency Approach behaviour Familiarity |
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