@article{2018:bambauersachse:effects_of,
title = {Effects of price promotions on purchase intentions in post-promotion periods},
year = {2018},
note = {The objective of this study is to examine the effects of price
promotions on consumers’ purchase intentions. We want to show that
purchase intentions in a period with no promotion are lower when
consumers have previously had contact with a price promotion than when
they have had no contact with a price promotion. In order to do so, we
compare purchase intentions before contact with a price promotion,
purchase intentions during the promotion period, and purchase
intentions in the post-promotion period. In addition, we look at the
psychological mechanisms underlying the observed effects. We examine
possible effects through reductions of consumers’ reference price
and willingness to pay because these two distinct concepts represent
the most important price beliefs in the considered context. The study
results provide support for our basic assumption. The findings
additionally show that the negative change of purchase intentions is
directly linked to a reduction of willingness to pay and indirectly
linked to a reduction of consumers’ reference price after contact
with a promotion.},
journal = {Die Unternehmung},
pages = {126--145},
author = {Bambauer-Sachse, Silke and Massera, Laura},
volume = {72},
number = {2}
}