Morning deals make me feel smart: Consumer evaluations of online sales promotions differ by time of day |
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| Institution: | 1. Department of Management, Korea National Open University, 86 Daehak-ro, Jongno-gu, Seoul, 03087, South Korea;2. College of Business Administration, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 08826, South Korea;1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. Department of Industrial Engineering, Ferdowsi University of Mashhad, Iran;2. College of Management Science, University of Massachusetts, Boston, USA;1. School of Economics and Management, University of Science and Technology Beijing, Beijing, China;2. Copenhagen Center for Social Data Science, University of Copenhagen, Copenhagen, Denmark;3. Department of Management, Lanzhou University, China;1. School of Management, Shandong University, Jinan, 250100, China;2. School of Business, Qingdao University of Technology, Tsingtao, 266071, China |
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| Abstract: | Technological advances have allowed companies to reach consumers 24 h a day, but a challenge in making use of consumers’ time of day exists. The present research investigates the effect of time of day on consumer evaluations of bonus pack and free gift promotions. Results from four studies reveal that consumers perceive bonus packs as more favorable than free gifts in the morning but not in the afternoon. Consumers’ self-perception as smart shoppers is identified as the psychological process explaining this discrepancy. A new perspective in understanding consumers’ dynamic time-bound evaluations of sales promotion and managerial implications for designing, targeting, and communicating nonmonetary promotions are discussed. |
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| Keywords: | Sales promotion Bonus pack Free gift Time of day Chronopsychology Smart-shopper self-perception |
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