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Meta-Analysis of the Long- and Short-Term Effects of Sales Promotions on Consumer Behavior

2016; Taylor & Francis; Volume: 22; Issue: 3 Linguagem: Inglês

10.1080/10496491.2016.1154921

1540-7594

Fernando de Oliveira Santini, Valter Afonso Vieira, Cláudio Hoffmann Sampaio, Marcelo Gattermann Perin,

Consumer Market Behavior and Pricing

This article presents a meta-analysis aiming to assess the short- and long-term effects of sales promotions on consumer behavior. We found 221 studies addressing this relationship. Our final sample provided 139 observations. First, the results revealed a significant relationship between sales promotion and both purchase intentions and sales volume. Second, we identified significant and positive connections with brand loyalty, perceptions of quality, consumer attitudes, and switching costs for consumers. Third, we noted that the sample type, the number of promoted products and sample size partially moderated the relationship between sales promotion and short/long-term effects.