Is online multiple-stores cooperative promotion better than single-store promotion? Misprediction from evaluation mode

Inspired by the evaluation mode theory, we show online vendors mispredict consumers’ responses to different types of sales displays. While vendors predict that consumers evaluate a featured product more positively in a cooperative sales promotion (CSP; i.e., multiple stores promoting synchronously)...

Full description

Saved in:
Bibliographic Details
Published inInformation & management Vol. 56; no. 7; p. 103148
Main Authors Yang, Lu, Huang, Yunhui, Ho, Yi-Chun (Chad), Lin, Zhijie
Format Journal Article
LanguageEnglish
Published Elsevier B.V 01.11.2019
Subjects
Acquisition-transaction utility
Cooperative sales promotion
Evaluation mode
Independent sales promotion
Misprediction
Product evaluation
Cooperative sales promotion
Evaluation mode
Independent sales promotion
Acquisition-transaction utility
Product evaluation
Misprediction
Online AccessGet full text

Cover

More Information
Summary:Inspired by the evaluation mode theory, we show online vendors mispredict consumers’ responses to different types of sales displays. While vendors predict that consumers evaluate a featured product more positively in a cooperative sales promotion (CSP; i.e., multiple stores promoting synchronously) than in an independent sales promotion (ISP; i.e., a single store promoting independently), consumers actually do the opposite. The reason is that vendors compare CSP with ISP and are able to evaluate depending on perceived acquisition utility; consumers, however, see either CSP or ISP, resulting in difficulty in accessing acquisition utility. Thus, they evaluate according to perceived transaction utility.
ISSN:0378-7206
1872-7530
DOI:10.1016/j.im.2019.02.003