Seminar (Dept. of Marketing)

Theme：Consumer Patience and Product Promotions

Speaker：Han Gong（Associate Professor, College of Business, Shanghai University of Finance and Economics）

Time：2022-06-08 10:00

Address：Online Meeting

Language：Chinese/English

Abstract：

Product promotions are ubiquitous in everyday life. While past work has documented how different promotions can exert various influences on consumer behavior, very little is known about consumers’ intertemporal preferences for different promotions. In a series of experiments including data from the field, we consistently show that consumers are more willing to wait for promotions that offer premium products at the same price than for regularly used discount-based promotions. Further, we provide both mediation and moderation evidence to support that this intertemporal preference is driven by greater anticipated utilities associated with premium-based promotions.