Sales promotion: the role of equity sensitivity

Purpose This paper explores how consumer psychographics impact responses to sales promotions (SPs), and specifically whether equity sensitivity (ES) moderates attitudes towards promotion in the retail purchase experience (PE). Design/methodology/approach The study examines data from a survey of 284 Hong Kong consumers, using shopping mall-intercept method. Every third person walking past researchers was asked participate survey. After obtaining their permission, those agreeing take part were surveyed either inside or outside complex. face-to-face intercept surveying method also increases confidence sample response reliability. Findings finds that ES has significant positive relationship with evaluations PE. Consumers identified as “Benevolents” significantly more SPs reported higher satisfaction In contrast, consumers “Entitled” less SP satisfied addition, noncash positively influenced Benevolents' Research limitations/implications current extends expands theory research by applying these concepts SPs. is limited an examination common purchases, across different product categories types. While this allows us examine between attitudes, satisfaction, future comparisons individual techniques (SPTs) specific profiles are recommended. Practical implications From perspective, it important understand differences what influences motivates consumers' Retail managers advised track customer purchases levels linked would allow for identification which customers likely fit Entitled Benevolent psychological predict offers. Originality/value To date, there been little on when offered at stores. contributes marketing literature extending price fairness model PE, thereby addressing prominent gap literature.