The effect of deal exclusivity on consumer response to targeted price promotions: A social identification perspective

Journal of Consumer Psychology · 2010 · Volume 20 · Issue 1

DOI: 10.1016/j.jcps.2009.10.002

Abstract

Discounts offered selectively to consumers are commonplace in the market and reflect the assumption that individuals will respond positively to targeted discounts. We consider whether exclusive deals evoke more positive responses than inclusive offers, an outcome referred to as a deal exclusivity effect. Contrary to the intuition that targeted promotions will always be evaluated more favorably than inclusive offers, we show that deal exclusivity effects (1) can be attenuated based upon factors influencing the extent to which recipients identify with other deal recipients and (2) are mediated by the offer's ability to enable the recipient to engage in self-enhancement.

Keywords

Targeted price promotions, Exclusivity effects, Deal target group, Social identification

Enable JavaScript for citation tools and additional paper interactions.