Consumer Responses to the Depth and Minimum Claimed Savings of 'Scratch and Save (SAS)' Promotions

摘要

This study examines consumers' responses to advertisementsemploying "Scratch and Save" (SAS) type promotions, which areemerging store-level promotional tools. Due to SAS promotions'"gambling" characteristics, they offer the possibility of high savingslevels, however, they also confront the consumer with uncertaintyabout the value of the discount at the point of purchase. Particularattention is paid to the depth of the claimed savings, and its effect onregular price believability and consumers' expected savings, as wellas perceived value and shopping intentions. The depth of the adver-tised SAS promotions was observed to not affect consumer believ-ability of the regular price in SAS advertisements. In addition, thedisjunction effect is made applicable through showing that the mini-mum claimed saving information enhances the level of savingsexpectation. The results also report the positive impact of expectedsavings on offer value and, in turn, shopping intentions.