英文摘要 |
Recently, price information, especially price of the gift, commonly shows up in gift promotion. Does the price information affect the evaluation of gift promotion? The research focuses on the gift promotion depth, defined as the percentage of gift price by main product price, and develops three experiments to discuss the internal comparison mechanism of the gift promotion depth. Experiment 1 investigates the effect of gift promotion depth and finds that the relationship between gift promotion depth and consumer's attitude toward product and gift is curve-type. Experiment 2 discusses the inference of gift promotion depth on the reasonableness perception. As the distance between gift promotion depth and internal reference depth becomes larger, the distance has a negative effect on consumers' reasonableness perception of gift promotion. Experiment 3 further analyzes the internal comparison process and would like to confirm whether this process is based on adaptation-level theory or range theory. Results show that range theory is more adequate to apply in the context of gift promotion. Through the three studies, the internal comparison mechanism of gift promotion depth and the effect of gift promotion are both clarified. |