Effects of format and expertise on the decision rules used to evaluate supermarket sales promotions

Heavy and light coupon users generated talk aloud protocols (Ericsson and Simon 1984) as they evaluated computerized supermarket sales promotions. Buy N get 1 Free and Buy A get B Free coupons were rapidly accepted or rejected. They led subjects to concentrate on their liking of the brand or need for the promoted product. Subjects evaluating price promotions thought of the deal rather than of the product. Heavy and light coupon users used different rules to evaluate promotions.William D. Diamond is an Assistant Professor of Marketing at the School of Management, University of Massachusetts, Amherst, MA 01003.The author thanks Dave Hosmer for his generous help with the analysis. Thanks also to Eric Berkowitz, Leland Campbell, Marsha Richins and Marc Weinberger for their constructive feedback on the project. This research was funded by a summer research support grant at the University of Massachusetts School of Management.