Analysis of Sales Promotion Effects on Household Purchase Behavior

2.4 Concluding Remarks Regarding the Relevance <strong>of</strong> Different
Consumer Behavior Theories to the Field <strong>of</strong> <strong>Sales</strong> <strong>Promotion</strong>s
There is no paucity <strong>of</strong> consumer behavior theories. Four frequently applied basic models <strong>of</strong>
consumer behavior have been treated in this chapter: the economic model, the stimulusresponse
model, the stimulus-organism-response model, and trait theory. Subsequently,
these four models have been applied to the field <strong>of</strong> sales promotions. But what is the value
<strong>of</strong> the consumer behavior theories discussed in this chapter? As mentioned before, all <strong>of</strong>
them have their merits, but also their limitations.
Economic theories provide us with general knowledge about consumer reactions
to price and income changes. But due to restrictive assumptions and the omitting <strong>of</strong> many
psychological, social, and cultural determinants <strong>of</strong> consumer behavior, these theories turn
out to be inadequate in describing the effects <strong>of</strong> sales promotions on household purchase
behavior. The effects <strong>of</strong> income and storage space on household sales promotion response
can be predicted using economic theories. But, economic theory cannot explain the effects
<strong>of</strong> sales promotions without an economic advantage attached to them (promotional signals).
These promotional signaling effects are found to have influence household purchase
behavior (e.g., Inman et al. 1990, Inman and McAlister 1993).
The stimulus-response models described in this chapter can be seen as inputoutput
models. Using the presence <strong>of</strong> sales promotions as input and the reactions <strong>of</strong>
consumers as the output variable, they are very useful for answering the question what the
effects <strong>of</strong> sales promotions are from a quantitative perspective (i.e. how consumers
behave). But the processes that take place within the consumer remain unclear, the
attitudinal, more qualitative side remains underexposed.
The stimulus-organism-response models described in this chapter focus on what
happens within the consumer, what does he or she think, feel, etc. The attitudinal aspect is
the focal point <strong>of</strong> analysis. These models can be used as possible explanations for what is
found in the two other models (economic model and stimulus-response model). Qualitative,
attitudinal research is necessary to validate these possible explanations.
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