Personal Values Perceptions on Involvement and Attitude Towards Discount Sales Promotion - Individualistic and Collectivist Values Perspective

This study explores the effect of personal values (individualistic and collectivist values) on consumers’ involvement attitude towards discount sales promotion. In order to create test a more parsimonious predictive-based research model, this used closed-ended survey two-stage technique using partial least square structural equation modelling. The findings imply that individualistic beliefs influence consumer toward promotions. Furthermore, expand current knowledge similar promotion areas where details value (from both lens perspective) promotion, as well mediating Understanding impact values, involvement, is crucial, according study, especially when selecting appropriate strategies for better market segmentation targeting.