The Effect of Different Price Presentations on Consumer Impulse Buying Behavior: The Role of Anticipated Regret

Abstract

Previous research has shown that personal qualities and shopping situations affect choice of consumer impulse buying behavior during sales promotion. When implementing a price reduction, retailers tend to favor one practice over the other. Yet how different implementations of a price promotion influence consumer impulse buying behavior has been insufficiently studied. Here, we framed a price reduction in the amount of money versus percentage on products to investigate how the underlying mechanism (anticipated regret) influences likelihood to impulse buying. Compared with percentage-off presentation, the findings indicate that presentation shown at the amount of money leads to higher anticipated regret and consumer impulse buying intention. We also find that the price level of product is the boundary condition, which plays a moderating role.