Analysis of Sales Promotion Effects on Household Purchase Behavior

stimulus-organism-response model) can be used as tools to understand consumer behavior
under certain conditions, in certain situations, trait theory claims that some types <strong>of</strong>
behavior are consistent across different conditions and situations, i.e. can be considered a
consumer trait. The question whether households show consistent promotional purchase
behavior across different product categories is very relevant for both practitioners and
scientists, but still unanswered.
Concluding, we can say that although there is certainly no paucity <strong>of</strong> theories, the
lack <strong>of</strong> empirical findings to support them, together with the fact that they sometimes point in
different directions, still leaves the question how and why sales promotions influence
household purchase behavior unanswered.
In the next chapter, we use the theories and concepts mentioned in the preceding
sections to provide a theoretical and empirical basis for the hypothesized relationships derived
between promotion response and household characteristics and purchase process
characteristics.
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