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Product information and consumer choice confidence in multi-item sales promotions |
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| Institution: | 1. PhD Scholar, Department of Business Management, University of Calcutta,, Flat 1 A, Surya Garden, 114 A Kankulia Road, Kolkata, West Bengal 700029, India;2. School of Management and Social Science, Haldia Institute of Technology, HIT Campus, Haldia, West Bengal 721657, India;3. International Management Institute – Kolkata, India;1. E.P. Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747, USA;2. EGADE Business School, Tecnológico de Monterrey, Avda Gral Ramón Corona 2415, Col. Nuevo Mexico, 45201 Zapopan, JAL, Mexico;1. Prasetiya Mulya Business School, Jl. R.A. Kartini (TB Simatupang), Cilandak Barat, Jakarta 12430, Indonesia;2. College of Business, Wilmington University, 320 N. Dupont Highway, New Castle, DE 19720, USA |
| Abstract: | This research augments efforts to produce a richer understanding of the drivers of consumer choice confidence. It examines the interplay between two marketing interventions that consumers encounter in retail marketplaces, diagnostic product information and multi-item sales promotions. Results indicate that the influence of product information varies as a function of sales promotion format. The information effect is weaker when consumers are allowed to select the products that will be included in the promotion. Perception of information adequacy is revealed as a mediator of the information diagnosticity effect. The implications for marketing theory and promotional strategy are discussed. |
| Keywords: | Consumer choice confidence Information diagnosticity Multi-item sales promotion |
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