E-resources
Peer reviewed
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Yang, Lu; Huang, Yunhui; Ho, Yi-Chun (Chad); Lin, Zhijie
Information & management, 11/2019, Volume: 56, Issue: 7Journal Article
Inspired by the evaluation mode theory, we show online vendors mispredict consumers’ responses to different types of sales displays. While vendors predict that consumers evaluate a featured product more positively in a cooperative sales promotion (CSP; i.e., multiple stores promoting synchronously) than in an independent sales promotion (ISP; i.e., a single store promoting independently), consumers actually do the opposite. The reason is that vendors compare CSP with ISP and are able to evaluate depending on perceived acquisition utility; consumers, however, see either CSP or ISP, resulting in difficulty in accessing acquisition utility. Thus, they evaluate according to perceived transaction utility.
