KOREASCHOLAR

THE MEDIATING ROLE OF EMOTIONS IN A PRICE PROMOTION SETTING

Barbara Stangl, Thomas Reutterer
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271117
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.458-467
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

For retailers price promotions are an important instrument to increase store visits. Building on prior research on the role of emotions in decision making processes we show a strong mediating effect of both valence and arousal on store visit intentions. Therefore, managers should be aware of emotional responses when planning their price promotions.

Keyword
Author
  • Barbara Stangl(WU Vienna University of Economics and Business)
  • Thomas Reutterer(WU Vienna University of Economics and Business)