Open AccessNegative Effects of Complex Promotion Strategy in Online Shopping Evidence from Lab Experiment
Author(s) -
Zhanbing Huang,
Zhuli,
Fangyuan Gao
Publication year - 2020
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1437/1/012087
Subject(s) - promotion (chess) , sample (material) , dual (grammatical number) , quality (philosophy) , marketing , cognition , tracking (education) , decision quality , business , psychology , political science , politics , law , art , pedagogy , philosophy , chemistry , literature , epistemology , chromatography , neuroscience , patient satisfaction
This study discusses the negative Effects of the complex promotion strategy on consumers. Based on the dual-systems theory, we conducted lab behavioral experiments to obtain real decision data with Mouselab, a decision-making tracking technology. A sample of 116 students in Shaanxi Province participated in the experiment. The results show: (1) Under the complex promotion strategy, the quality of consumer decisions deteriorates. (2) Under the complex promotion strategy, the cognitive cost of consumers increases.