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Effect of Quality Uncertainty, Regulatory Focus, and Promotional Strategies on Perceived Savings for Sustainable Marketing

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  • Jaekwon Chung

    (College of Business Administration, Kookmin University, 77 Jungneung-ro Sungbook-ku, Seoul 02707, Korea)

Abstract

Quality uncertainty is one of the major challenges for new products entering a market. Companies launching new products may consider price-related promotions to stimulate consumer purchases. Prior studies have investigated the impacts of quality uncertainty and price-related promotions on consumer behavior. However, studies that consider quality uncertainty and price-related promotions on consumers’ perceived savings based on regulatory focus are rare. Therefore, this study aims at investigating the impacts of price-related promotions (price discount and value-added promotion), quality uncertainty (high vs. low), and regulatory focus (promotion vs. prevention) on perceived savings. Survey studies were conducted, and results were analyzed. The results indicate that when quality uncertainty level is high, perceived savings for price discount and value-added promotions are higher for promotion-focused consumers compared with prevention-focused consumers. By contrast, when quality uncertainty level is low, perceived savings for price discount and value-added promotions are higher for prevention-focused consumers compared with promotion-focused consumers. The results of this study are expected to assist companies in introducing new products to develop sustainable price-related promotions.

Suggested Citation

  • Jaekwon Chung, 2020. "Effect of Quality Uncertainty, Regulatory Focus, and Promotional Strategies on Perceived Savings for Sustainable Marketing," Sustainability, MDPI, vol. 12(14), pages 1-16, July.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:14:p:5653-:d:384205
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    References listed on IDEAS

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    Cited by:

    1. Tomasz Witold Trojanowski & Pawel Tadeusz Kazibudzki, 2021. "Prospects and Constraints of Sustainable Marketing Mix Development for Poland’s High-Energy Consumer Goods," Energies, MDPI, vol. 14(24), pages 1-25, December.
    2. Xiaomei Wang & Lin Zhang & Xiaoyu Jiang & Jia Wang, 2021. "Promoting Water Conservation Based on the Matching Effect of Regulatory Focus and Emotion," IJERPH, MDPI, vol. 18(4), pages 1-12, February.

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