The Influence Of Excessive Promotional Products On Consumer Decision-making

As a key element of marketing management,promotion is an important tool to attract customers to make purchase impulse buying and realize brand switch.However,under the revolution of diversification,the assortment of commodities sometimes traps the customers into selection difficulty and makes them indecisive in purchasing.As a matter of fact,the internal mechanism of the quantity of promotional products and consumer decision-making is an important issue.In order to explore the selection effect of excessive promotional products and systematically expound the specific influence of promotional products on consumer decision-making behaviors,this study was made based on the clarification of the antecedent conditions of too much choice effect and the influence of time pressure on promotion decisions in order to obtain the data about the cognitive reaction,the emotional experience and the behavioral expression of customers in decision-making given different quantities,durations and discounts of promotional products through the methods of experimental psychology.Besides,the empirical study was made based on statistical tools,such as independent variable T test,analysis of variance and regression analysis,and then the following conclusions were obtained.Firstly,in the promotion decision-making,different quantities of promotional products have different influence on consumer decision-making.On one hand,the more the quantities of promotional products are,the more negative cognitive reaction of the consumers will be,thus the negative emotional experience will be reinforced.On the other hand,under the same time pressure,the more the quantities of promotional products are,the higher the tendency of customers' choice deferral will be,so that the arbitrary choices will be lower.Secondly,under the moderation of the promotion duration,on the one hand,different quantities of promotional products have significant different influence on consumers' negative cognitive reaction and emotional experience.And the shorter the duration is,the stronger the consumer perceived negative cognitive and emotional experience will be.On the other hand,different quantities of promotional products have different influence on consumer decision-making.And the more promotional products and the shorter promotion duration will lead to consumer performing the higher tendency of arbitrary choices and the lower tendency of choice deferral.Thirdly,under the moderation of promotion rates,in addition to the cognitive reaction and the arbitrary choice,the interaction between the quantity of promotional products and promotional rates have significant different influence on customers'emotional experience and choice deferral.The greater the promotion rates and the more promotional products will reinforce the negative emotional experience and choice deferral,indicating that consumers are becoming more rational in the face of sales promotion and will take defensive decisions appropriately.Fourthly,in the promotion decision-making process,there is a mutual influence and interaction between the cognitive reaction of consumer decision-making and their emotional experience,therefore,reducing the negative emotional experience can effectively lessen the negative cognition.Fifthly,the psychological effect of consumer decision-making should have a mediator effect on the influence of the quantity of promotional products on customer decision-making behaviors,namely the quantity of promotional product is influencing the decision-making behavior through the psychological effect to a large extent or completely.