IDEAS home Printed from https://ideas.repec.org/a/spr/ijmark/v2025y2025i2d10.1007_s43039-025-00112-2.html
   My bibliography  Save this article

When sales promotions make consumers experiencing financial restrictions purchase more or less: the role of decisional conflict

Author

Listed:
  • Aulona Ulqinaku

    (Leeds University Business School, University of Leeds
    LIUC Università Carlo Cattaneo)

  • Gülen Sarial-Abi

    (Copenhagen Business School, Marketing Department)

Abstract

Sales promotions are common tools in marketing, used to attract more customers and increase sales. Yet, there is no systematic academic research that investigates what type of customers prefer which types of sales promotions. Addressing this research gap, we examined how consumers with financial restrictions, who would be more vulnerable to attractive offers in the marketplace, respond to different sales promotions. The findings from four experimental studies showed that consumers with financial restrictions were less likely to use the sales promotion when the sales promotion was based on high-low pricing (vs. everyday low-pricing), and when the sales promotion was for a limited (vs. not limited) period of time. However, consumers with financial restrictions were more likely to use the sales promotion when it was buy-one-get-one-free (vs. buy-one-get-one-X% off) sales promotion. We showed that decisional conflict explained the responses of financially restricted consumers to different types of sales promotions.

Suggested Citation

  • Aulona Ulqinaku & Gülen Sarial-Abi, 2025. "When sales promotions make consumers experiencing financial restrictions purchase more or less: the role of decisional conflict," Italian Journal of Marketing, Springer, vol. 2025(2), pages 155-179, June.
    • Handle: RePEc:spr:ijmark:v:2025:y:2025:i:2:d:10.1007_s43039-025-00112-2
    DOI: 10.1007/s43039-025-00112-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s43039-025-00112-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s43039-025-00112-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Rebecca Hamilton & Debora Thompson & Sterling Bone & Lan Nguyen Chaplin & Vladas Griskevicius & Kelly Goldsmith & Ronald Hill & Deborah Roedder John & Chiraag Mittal & Thomas O’Guinn & Paul Piff & Car, 2019. "The effects of scarcity on consumer decision journeys," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 532-550, May.
    2. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    3. Alba, Joseph W, et al, 1999. "The Effect of Discount Frequency and Depth on Consumer Price Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(2), pages 99-114, September.
    4. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    5. Scott A. Neslin & Caroline Henderson & John Quelch, 1985. "Consumer Promotions and the Acceleration of Product Purchases," Marketing Science, INFORMS, vol. 4(2), pages 147-165.
    6. Stephanie M. Tully & Hal E. Hershfield & Tom Meyvis, 2015. "Seeking Lasting Enjoyment with Limited Money: Financial Constraints Increase Preference for Material Goods over Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(1), pages 59-75.
    7. Urbany, Joel E & Bearden, William O & Weilbaker, Dan C, 1988. "The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 95-110, June.
    8. Stephen A. Spiller, 2011. "Opportunity Cost Consideration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(4), pages 595-610.
    9. Zeelenberg, M., 1999. "Anticipated regret, expected feedback and behavioral decision-making," Other publications TiSEM 38371d1b-31fd-45b0-860f-b, Tilburg University, School of Economics and Management.
    10. Eesha Sharma & Adam L. Alter, 2012. "Financial Deprivation Prompts Consumers to Seek Scarce Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 545-560.
    11. Philip M. Fernbach & Christina Kan & John G. Lynch Jr., 2015. "Squeezed: Coping with Constraint through Efficiency and Prioritization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(5), pages 1204-1227.
    12. Luc Wathieu & Marco Bertini, 2007. "Price as a Stimulus to Think: The Case for Willful Overpricing," Marketing Science, INFORMS, vol. 26(1), pages 118-129, 01-02.
    13. Simonson, Itamar, 1992. "The Influence of Anticipating Regret and Responsibility on Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 105-118, June.
    14. Sucharita Chandran & Vicki G. Morwitz, 2006. "The Price of "Free"-dom: Consumer Sensitivity to Promotions with Negative Contextual Influences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 384-392, October.
    15. Linying (Sophie) Fan & Xueni (Shirley) Li & Yuwei Jiang & Gita V JoharEditor & Amna KirmaniEditor & Rajesh BagchiAssociate Editor, 2019. "Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(1), pages 82-98.
    16. Inman, J Jeffrey & Peter, Anil C & Raghubir, Priya, 1997. "Framing the Deal: The Role of Restrictions in Accentuating Deal Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(1), pages 68-79, June.
    17. Liu, Hsin-Hsien & Chou, Hsuan-Yi, 2015. "The effects of promotional frames of sales packages on perceived price increases and repurchase intentions," International Journal of Research in Marketing, Elsevier, vol. 32(1), pages 23-33.
    18. Richard H. Thaler & Eric J. Johnson, 1990. "Gambling with the House Money and Trying to Break Even: The Effects of Prior Outcomes on Risky Choice," Management Science, INFORMS, vol. 36(6), pages 643-660, June.
    19. Laroche, Michel & Pons, Frank & Zgolli, Nadia & Cervellon, Marie-Cecile & Kim, Chankon, 2003. "A model of consumer response to two retail sales promotion techniques," Journal of Business Research, Elsevier, vol. 56(7), pages 513-522, July.
    20. Inman, J Jeffrey & McAlister, Leigh & Hoyer, Wayne D, 1990. "Promotion Signal: Proxy for a Price Cut?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 74-81, June.
    21. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    22. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Alam Kazmi, Syed Hasnain, 2015. "Developments in Promotion Strategies Review on Psychological Streams of Consumers," MPRA Paper 65424, University Library of Munich, Germany, revised 05 May 2015.
    2. Raghubir, Priya, 2006. "An information processing review of the subjective value of money and prices," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1053-1062, October.
    3. Gülen Sarial‑Abi & Aulona Ulqinaku & Giampaolo Viglia & Gopal Das, 2023. "The effect of financial scarcity on discretionary spending, borrowing, and investing," Journal of the Academy of Marketing Science, Springer, vol. 51(6), pages 1214-1243, November.
    4. Rebecca Hamilton & Debora Thompson & Sterling Bone & Lan Nguyen Chaplin & Vladas Griskevicius & Kelly Goldsmith & Ronald Hill & Deborah Roedder John & Chiraag Mittal & Thomas O’Guinn & Paul Piff & Car, 2019. "The effects of scarcity on consumer decision journeys," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 532-550, May.
    5. Ahmetoglu, Gorkan & Furnham, Adrian & Fagan, Patrick, 2014. "Pricing practices: A critical review of their effects on consumer perceptions and behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 696-707.
    6. Wendy De La Rosa & Stephanie M Tully, 2022. "The Impact of Payment Frequency on Consumer Spending and Subjective Wealth Perceptions [Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(6), pages 991-1009.
    7. Mennekes, Theresia & Schramm-Klein, Hanna, 2025. "Effects of crisis-induced inflation on purchasing and consumer behavior in Germany," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    8. Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    9. Stephanie Schwipper & Severine Peche & Gertrud Schmitz, 2020. "Mobile Location-Based Services’ Value-in-Use in Inner Cities: Do a Customer’s Shopping Patterns, Prior User Experience, and Sales Promotions Matter?," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 511-564, October.
    10. Nicole Koschate-Fischer & Katharina Wüllner, 2017. "New developments in behavioral pricing research," Journal of Business Economics, Springer, vol. 87(6), pages 809-875, August.
    11. Gong, Xiushuang & Zhang, Honghong & Fan, Yafeng, 2021. "To conform or deviate? The effect of resource scarcity on consumer preference for minority-endorsed options," Journal of Business Research, Elsevier, vol. 122(C), pages 437-446.
    12. Mead, James A. & Richerson, Rob & Li, Wenjing, 2020. "Dynamic Right-Slanted Fonts Increase the Effectiveness of Promotional Retail Advertising," Journal of Retailing, Elsevier, vol. 96(2), pages 282-296.
    13. Benjamin Polak & Andreas Herrmann & Mark Heitmann & Marc Cäsar & Jan Landwehr, 2009. "„Radio oder Schiebedach?“–Wirkung von mentalen Budgets auf das individuelle Produktwahlverhalten," Schmalenbach Journal of Business Research, Springer, vol. 61(7), pages 783-803, November.
    14. Eesha Sharma & Stephanie Tully & Xiang Wang, 2022. "Scarcity and Intertemporal Choice," Working Papers 22-27, Federal Reserve Bank of Philadelphia.
    15. Eisenbeiss, Maik & Wilken, Robert & Skiera, Bernd & Cornelissen, Markus, 2015. "What makes deal-of-the-day promotions really effective? The interplay of discount and time constraint with product type," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 387-397.
    16. Santana, Shelle & Thomas, Manoj & Morwitz, Vicki G., 2020. "The Role of Numbers in the Customer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 138-154.
    17. Park, Chang Hee & Park, Young-Hoon & Schweidel, David A., 2018. "The effects of mobile promotions on customer purchase dynamics," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 453-470.
    18. Ashworth, Laurence & Darke, Peter R. & McShane, Lindsay & Vu, Tiffany, 2019. "The rules of exchange: The role of an exchange surplus in producing the endowment effect," Organizational Behavior and Human Decision Processes, Elsevier, vol. 152(C), pages 11-24.
    19. Kamleitner, Bernadette & Mandel, David R. & Dhami, Mandeep K., 2011. "Risky discounts: Do people prefer them on a per-item or per-purchase basis and why?," Journal of Economic Psychology, Elsevier, vol. 32(6), pages 951-961.
    20. Malika Malika & Durairaj Maheswaran & Shailendra Pratap Jain, 2022. "Perceived financial constraints and normative influence: discretionary purchase decisions across cultures," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 252-271, March.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:ijmark:v:2025:y:2025:i:2:d:10.1007_s43039-025-00112-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.