IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v66y2022ics0969698922000091.html
   My bibliography  Save this article

More expectations, more disappointments: Ego depletion in uncertain promotion

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922000091
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.102916?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Mussol, Sarah & Aurier, Philippe & de Lanauze, Gilles Séré, 2019. "Developing in-store brand strategies and relational expression through sales promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 241-250.
    2. Shin, Youngchul & Lee, Sangyoon & Moon, Ilkyeong, 2021. "Robust multiperiod inventory model with a new type of buy one get one promotion: “My Own Refrigerator”," Omega, Elsevier, vol. 99(C).
    3. Patten, Elena & Ozuem, Wilson & Howell, Kerry & Lancaster, Geoff, 2020. "Minding the competition: The drivers for multichannel service quality in fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Rychalski, Aude & Hudson, Sarah, 2017. "Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context," Journal of Business Research, Elsevier, vol. 71(C), pages 84-91.
    5. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    6. Pereira Filho, Evadio & Moreno Añez, Miguel Eduardo, 2021. "Why are you so tolerant? Towards the relationship between consumer expectations and level of involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    7. Tan, Wee-Kheng & Chen, Bo-Hsiang, 2021. "Enhancing subscription-based ecommerce services through gambled price discounts," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Park, Eunil & Kim, Ki Joon & Kwon, Sang Jib, 2017. "Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust," Journal of Business Research, Elsevier, vol. 76(C), pages 8-13.
    9. Kim, Jungkeun, 2019. "The impact of different price promotions on customer retention," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 95-102.
    10. Picón, Araceli & Castro, Ignacio & Roldán, José L., 2014. "The relationship between satisfaction and loyalty: A mediator analysis," Journal of Business Research, Elsevier, vol. 67(5), pages 746-751.
    11. Bertini, Marco & Aydinli, Aylin, 2020. "Consumer Reactance to Promotional Favors," Journal of Retailing, Elsevier, vol. 96(4), pages 578-589.
    12. Bandyopadhyay, Nirmalya & Sivakumaran, Bharadhwaj & Patro, Sanjay & Kumar, Ravi Shekhar, 2021. "Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    13. Hill, Krista M. & Fombelle, Paul W. & Sirianni, Nancy J., 2016. "Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation," Journal of Business Research, Elsevier, vol. 69(3), pages 1028-1034.
    14. Folkman, Susan & Lazarus, Richard S., 1988. "The relationship between coping and emotion: Implications for theory and research," Social Science & Medicine, Elsevier, vol. 26(3), pages 309-317, January.
    15. Luxi Shen & Ayelet Fishbach & Christopher K. Hsee, 2015. "The Motivating-Uncertainty Effect: Uncertainty Increases Resource Investment in the Process of Reward Pursuit," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(5), pages 1301-1315.
    16. Xia, Ying & Schyns, Birgit & Zhang, Li, 2020. "Why and when job stressors impact voice behaviour: An ego depletion perspective," Journal of Business Research, Elsevier, vol. 109(C), pages 200-209.
    17. Yih Hwai Lee & Cheng Qiu, 2009. "When Uncertainty Brings Pleasure: The Role of Prospect Imageability and Mental Imagery," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 624-633, December.
    18. Hamilton, Ryan & Vohs, Kathleen D. & Sellier, Anne-Laure & Meyvis, Tom, 2011. "Being of two minds: Switching mindsets exhausts self-regulatory resources," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(1), pages 13-24, May.
    19. Sarah Mussol, 2019. "Developing in-store brand strategies and relational expression through sales promotions," Post-Print hal-02133771, HAL.
    20. Aude Rychalski & Sarah Hudson, 2017. "Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context," Post-Print hal-02006451, HAL.
    21. Sarah Mussol & Philippe Aurier & Gilles Séré de Lanauze, 2019. "Developing in-store brand strategies and relational expression through sales promotions," Post-Print hal-03079727, HAL.
    22. Philp, Matthew & Pyle, Martin A., 2021. "The “easy win” preference: Negative consumption experiences, incompetence, and the influence on subsequent unrelated loyalty behavior," Journal of Business Research, Elsevier, vol. 128(C), pages 1-10.
    23. Luxi Shen & Christopher K Hsee & Joachim H Talloen & Gita V JoharEditor & Amna KirmaniEditor & Stijn M J van Osselaer, 2019. "The Fun and Function of Uncertainty: Uncertain Incentives Reinforce Repetition Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(1), pages 69-81.
    24. Ailawadi, Kusum L. & Gedenk, Karen & Langer, Tobias & Ma, Yu & Neslin, Scott A., 2014. "Consumer response to uncertain promotions: An empirical analysis of conditional rebates," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 94-106.
    25. Högberg, Johan & Ramberg, Marcus Olsson & Gustafsson, Anders & Wästlund, Erik, 2019. "Creating brand engagement through in-store gamified customer experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 122-130.
    26. Kemp, Elyria & Cowart, Kelly & Bui, My (Myla), 2020. "Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages," Journal of Business Research, Elsevier, vol. 112(C), pages 200-209.
    27. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 219-229.
    28. Ryan Hamilton & Kathleen D. Vohs & Anne-Laure Sellier & Tom Meyvis, 2011. "Being of two minds: Switching mindsets exhausts self-regulatory resources," Post-Print hal-00668671, HAL.
    29. Alós-Ferrer, Carlos & Ritschel, Alexander & García-Segarra, Jaume & Achtziger, Anja, 2019. "Habituation does not rescue depletion: Two tests of the ego-depletion effect," Journal of Economic Psychology, Elsevier, vol. 75(PA).
    30. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    31. Nina Mazar & Kristina Shampanier & Dan Ariely, 2017. "When Retailing and Las Vegas Meet: Probabilistic Free Price Promotions," Management Science, INFORMS, vol. 63(1), pages 250-266, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Karl Akbari & Udo Wagner, 2021. "Playing When Paying and What Happens Next: Customer Satisfaction and Word-of-Mouth Intention in Gambled Price Promotions," Schmalenbach Journal of Business Research, Springer, vol. 73(2), pages 243-271, June.
    2. Park, Yookyung & Yi, Youjae, 2023. "Morning deals make me feel smart: Consumer evaluations of online sales promotions differ by time of day," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Aleksandra Kovacheva & Hristina Nikolova, 2024. "Uncertainty marketing tactics: An overview and a unifying framework," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 1-22, January.
    4. Jee, Teck Weng, 2021. "The perception of discount sales promotions – A utilitarian and hedonic perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Shi, Haijiao & Chen, Rong & Xu, Xiaobing, 2021. "How reward uncertainty influences subsequent donations: The role of mental accounting," Journal of Business Research, Elsevier, vol. 132(C), pages 383-391.
    6. Wei, Zhiyong & Dou, Wenyu & Jiang, Qingyun & Gu, Chenyan, 2021. "Influence of incentive frames on offline-to-online interaction of outdoor advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    7. Li, Wenjing & Hardesty, David M. & Craig, Adam W. & Song, Lei, 2022. "Hidden price promotions: Could retailer price promotions backfire?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Nicole Koschate-Fischer & Katharina Wüllner, 2017. "New developments in behavioral pricing research," Journal of Business Economics, Springer, vol. 87(6), pages 809-875, August.
    9. Yu, Annie Pei-I & Chuang, Shih-Chieh & Cheng, Yin-Hui & Wu, Yi-Chin, 2020. "The influence of sharing versus self-use on the preference for different types of promotional offers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Tan, Wee-Kheng & Chen, Bo-Hsiang, 2021. "Enhancing subscription-based ecommerce services through gambled price discounts," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    11. Jebarajakirthy, Charles & Das, Manish & Shah, Dhara & Shankar, Amit, 2021. "Deciphering in-store-online switching in multi-channel retailing context: Role of affective commitment to purchase situation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    12. Balakrishnan, Janarthanan & Foroudi, Pantea & Dwivedi, Yogesh K., 2020. "Does online retail coupons and memberships create favourable psychological disposition?," Journal of Business Research, Elsevier, vol. 116(C), pages 229-244.
    13. Minnema, Alec & Bijmolt, Tammo H.A. & Non, Mariёlle C., 2017. "The impact of instant reward programs and bonus premiums on consumer purchase behavior," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 194-211.
    14. Nigam, Achint & Dewani, Prem & Behl, Abhishek & Pereira, Vijay, 2022. "Consumer’s response to conditional promotions in retailing: An empirical inquiry," Journal of Business Research, Elsevier, vol. 144(C), pages 751-763.
    15. Amelie A. Hecht & Crystal L. Perez & Michele Polascek & Anne N. Thorndike & Rebecca L. Franckle & Alyssa J. Moran, 2020. "Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior," IJERPH, MDPI, vol. 17(20), pages 1-34, October.
    16. Iñigo Gallo & Chadwick J Miller & Nasir Haghighi & Thomas D. Gilovich, 2024. "The differential impact of uncertainty on the evaluation of material and experiential purchases," Marketing Letters, Springer, vol. 35(2), pages 187-203, June.
    17. Chaudhuri, Malika & Calantone, Roger J. & Voorhees, Clay M. & Cockrell, Seth, 2018. "Disentangling the effects of promotion mix on new product sales: An examination of disaggregated drivers and the moderating effect of product class," Journal of Business Research, Elsevier, vol. 90(C), pages 286-294.
    18. Wang, Hua & Xie, Yanle & Wang, Cuicui, 2023. "The retailer's brand promotion strategy under competition: The impact of supply uncertainty," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    19. Miao, Xiaoyu & Niu, Ben & Yang, Congcong & Feng, Yuanyue, 2023. "Examining the gamified effect of the blindbox design: The moderating role of price," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    20. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000091. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.