The Effect Of Different Psychological Distances And Promotion Methods On Purchasing Decision

Due to the fierce competition in the modern market economy,businesses and enterprises have to seek the optional marketing solutions to seek survival and development.At the same time,consumers purchasing decisions of activity is a complicated process,its behavior will be affected by many factors.Promotion activities are used more widely businesses and enterprises marketing strategy.Consumers in the process of purchasing decision,to what kind of product promotions are more likely to receive it ? How is the consumer's psychological mechanism when they are choosing products ?Based on the point,the innovation points of this research is to the psychological distance theory of temporal distance,spacial distance and social distance dimensions such as introducing the field of Consumer Behavior Theory,which both in psychology and marketing field is a bold attempt.This article from the perspective of the Construal Level Theory(CLT)and the theory of Psychological Distance to compare price promotion and gift promotion of these two products promotions affect consumer purchasing decision.This is not only appropriate marketing solutions for businesses and enterprises to provide a theoretical basis,but also perfect marketing solutions forbusinesses and enterprises provides important practical value and guiding significance.According to the experimental study,conclusions can be summarized as below:1.When consumers under the background in the near future,purchasing decision is influenced by way of gift promotion are more prominent;When consumers under the background in the distant future,purchasing decision is influenced by way of price promotions are more significant.2.When consumers at close range in the space background,the purchasing decision is affected by way of gift promotion are more prominent;When consumers at distant range in the space background,the purchasing decision is influenced by way of price promotion are more significant.3.When consumers at close range in the social background,the purchasing decision is affected by way of gift promotion are more prominent;when consumers at distant range in the social background,the purchasing decision is affected by way of price promotion are more significant.