کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7243982 1471700 2018 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Promotional formats and inaction inertia
ترجمه فارسی عنوان
فرمت های تبلیغاتی و عدم تحرک
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
Inaction inertia is the phenomenon in which people are less likely to accept an opportunity after having previously missed a relatively superior one. Based on mental accounting theory and the comparability of the current and missed opportunities, this study explores how promotional formats influence consumers' inaction inertia. The authors propose that when the missed and current promotions are monetary (vs. nonmonetary), consumers perceive that these opportunities are more comparable, which results in consumers expressing higher inaction inertia. Two imaginary scenario experiments and one incentive-compatible experiment were conducted to test this prediction, and the results provide empirical support for it. Additionally, devaluation was determined to be the internal mechanism connecting promotional format with inaction inertia. These findings have significant practical and theoretical implications, the details of which are discussed herein.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Economic Psychology - Volume 66, June 2018, Pages 22-32
نویسندگان
, ,