How Does Mindset Influence Shoppers’ Behaviors and Store Experiences in Response to Sales Promotion? – MSI

Working Paper

How Does Mindset Influence Shoppers’ Behaviors and Store Experiences in Response to Sales Promotion?

Hyunjoo Oh

University of Florida

So-yeon Yoon

Cornell University

Mar 6, 2023

Uses simulated shopping with photographs and a virtual reality (VR) store to explore how consumer mindsets (deliberative vs. implemental) interact with promotions (category vs. brand-specific) to influence purchase decisions and evaluations of the shopping experience.

Topics

research recap

When Do Promotions Work for High-Involvement Products?

Shoppers in a “deliberative mindset” for routine purchases of low-involvement categories respond well to general promotions. For specific brands in high-involvement categories, however, where shoppers bring an “implemental mindset,” promotions must be equally focused and specific to be most effective and enhance the shopping experience.

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