International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Joint Effect of Multi-Promotion Offers and Consumer Mindset in Fostering Product Purchase Intention

  • Moon-Yong, Kim (College of Business, Hankuk University of Foreign Studies) ;
  • Minhee, Son (Dept. of Business Administration, Dongguk University-WISE Campus)
  • Received : 2023.02.11
  • Accepted : 2023.02.18
  • Published : 2023.03.31
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Abstract

The current research aims to examine the moderating effect of consumers' mindset on their product purchase intention in the multi-promotion offers containing both a bonus pack and a price discount (i.e., BP + PD offers). That is, this research investigateswhether consumers' product purchase intention in the BP + PD offers variesdepending on their mindset (growth mindset vs. fixed mindset). Specifically, it is predicted that consumers with a fixed mindset will have higher product purchase intention in the offers containing the high PD but low extra amount of BP (LBP HPD) than in the offers with a high extra amount of BP but low PD (HBP LPD), whereas consumers with a growth mindset will have higher product purchase intention in the HBP LPD offers than in the LBP HPD offers. An experiment wasconducted to test the prediction. Consistent with the prediction, it was found that participants' mindset moderates their product purchase intention in multi-promotion offers. The findings imply that marketers can evoke more positive consumer purchase intention toward BP and PD offers, considering consumer mindset.

Keywords

Acknowledgement

This work was supported by Hankuk University of Foreign Studies Research Fund of 2022. This research was supported by Dongguk University-WISE Campus Research Fund.

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