Time Pressure and Information in Sales Promotion Strategy: Conceptual Framework and Content Analysis

Abstract

The purpose of this study is to investigate differences in time pressure and information between two broad classes of promotional offers: (1) “advanced receipts” in which consumers are encouraged to expedite the purchase of a good or service to take advantage of coupons, rebates, price-offs, premiums, etc.; and (2) “delayed payments,” in which consumers are urged to “buy now and pay later.” A content analysis of 222 promotional offers was conducted using the time and outcome valuation model as a theoretical basis for understanding the role of time pressure in terms of time allowed before the offer expiration as well as copy and information in these different types of promotional offers. The findings indicate that delayed payment offers allow less time to participate than advanced receipt offers, have more time pressure copy for those promotional offers giving a deadline and provide more information.