Analysis of Sales Promotion Effects on Household Purchase Behavior

4.3.6 Impulse
Narasimhan et al. (1996) hypothesized that promotional elasticity is higher for categories that
are characterized by a high degree <strong>of</strong> impulse buying. We also believe that brand switching as
well as purchase acceleration effects will be higher for impulse categories (H7).
These hypotheses will be empirically tested in Chapter 8. But, please note that due to
the limited number <strong>of</strong> different categories included in this dissertation (six), only tentative
conclusions can be drawn with respect to the relationship between product category
characteristics and promotion response and sales promotion reaction mechanisms.
Furthermore, as no product categories are included in this research that have a really short life
span or have to be stored in the refrigerator, the fifth hypotheses cannot be empirically tested.
Table A4.1 <strong>of</strong> the Appendix provides a chronological overview <strong>of</strong> papers dealing
with effects <strong>of</strong> sales promotions on household purchase behavior. The table distinguishes
three focal aspects <strong>of</strong> prior research done on these effects (promotion type, product
category, and sales promotion reaction mechanism). These three aspects have been
discussed thus far and most research contained in the table has been mentioned in this or
the preceding chapters. These three aspects also serve as the dimensions <strong>of</strong> analysis used in
the empirical part <strong>of</strong> this research.
With respect to the table, a plus or minus sign in these three columns indicates that
the specific paper investigated consistencies across respectively different promotion types,
different product categories, or different sales promotion reaction mechanisms and whether
differences were found (+) or not (-). An empty cell indicates that consistency across any <strong>of</strong>
the three dimensions was not studied. Furthermore, the table shows which (if any)
relationships between promotional sensitivity and household characteristics and product
category characteristics are empirically found. Finally, theories or concepts applied to
explain these relationships are included.
It appears from Table A4.1 that most authors either considered no theory
whatsoever, or only to a limited degree. Economic theory is most-<strong>of</strong>ten considered.
Although economic theory is surely relevant, the restriction to this theory explains why so
many interesting questions regarding promotion response still remain unanswered.
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