Short-Asking with Long-Encouraging (SALE): A simple method to increase purchase quantity

IF 9.5 1区 管理学 Q1 BUSINESS Journal of the Academy of Marketing Science Pub Date : 2023-10-05 DOI:10.1007/s11747-023-00975-x
Zoe Y. Lu, Christopher K. Hsee, Kaiyang Wu
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Abstract

Marketers often use messages such as “Stock up and save” to encourage consumers to buy more units of a product. Governments use messages such as “Store at least a two-week supply of water and food” to encourage consumers to stock up on essentials for emergencies. This research finds that these messages may not work as effectively as hoped and introduces a method that can increase consumers' purchase quantity in these situations. Dubbed as SALE (“Short-Asking with Long-Encouraging”), this method couples a “long-encouraging” statement (e.g., “Stock up for two weeks”) with a “short-asking” statement (e.g., “Think about how many you will consume in one day”) in an advertisement. Two field studies, four lab experiments and a survey with salespeople demonstrated the effectiveness and novelty of SALE and identified the mechanism, moderators and boundary conditions of the effect.

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短售加长激励(SALE):一种增加购买数量的简单方法
营销人员经常使用诸如“囤货省钱”之类的信息来鼓励消费者购买更多的产品。政府使用诸如“储存至少两周的水和食物”之类的信息来鼓励消费者储备必需品以备不时之需。本研究发现,这些信息可能并不像预期的那样有效,并介绍了一种方法,可以在这些情况下增加消费者的购买数量。这种方法被称为SALE(“短促加长促”),它将广告中的“长促”语句(例如,“储备两周”)与“短促”语句(例如,“想想你一天会消费多少”)结合在一起。两项实地研究、四项实验室实验和一项对销售人员的调查证明了销售的有效性和新颖性,并确定了销售效应的机制、调节因子和边界条件。
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来源期刊
CiteScore
30.00
自引率
7.10%
发文量
82
期刊介绍: JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.
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