Consumer Responses to Multi-Promotion Offering: The Moderating Impact of Regulatory Orientation

Among the various promotional tools, bonus packs and price discounts have been found to be most effective thus attracted attention from researchers. This research primarily focuses on multi-promotion offers containing both a pack discount (i.e., BP + PD offers). The present aims examine moderating role of consumers’ regulatory orientation in their responses offers. That is, this investigates whether attitude toward purchase intention differ according (promotion vs. prevention orientation). Specifically, it is predicted that consumers with orientation, as compared those promotion will more favorable high but low extra amount HPD LBP offers) than (HBP LPD (hypothesis 1) higher product 2). An experiment was conducted test hypotheses. Consistent hypotheses, participants’ moderates offering.