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More expectations, more disappointments: Ego depletion in uncertain promotion

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  • Tang, Jiansheng
  • Zhou, Jiamin
  • Zheng, Chundong
  • Jiao, Sijing

Abstract

Uncertain promotion is used widely in marketing practice. This study discusses the ego depletion differences of consumers for three types of uncertain promotions based on expectation disconfirmation theory. Two studies show consumers have the greatest ego depletion in effort-oriented uncertain promotions, followed by skill-oriented and least luck-oriented promotions. Additionally, the ego depletion degree has a negative impact on activity satisfaction in the short-term and brand loyalty in the long-term. Finally, under the moderation of customers’ expectation realization states, achieving expectations has repaired ego depletion for three types of promotions, while failing to achieve expectations only aggravates ego depletion for skill-oriented promotions.

Suggested Citation

  • Tang, Jiansheng & Zhou, Jiamin & Zheng, Chundong & Jiao, Sijing, 2022. "More expectations, more disappointments: Ego depletion in uncertain promotion," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000091
    DOI: 10.1016/j.jretconser.2022.102916
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