Meta-Analysis of the Long- and Short-Term Effects of Sales Promotions on Consumer Behavior

ABSTRACT

This article presents a meta-analysis aiming to assess the short- and long-term effects of sales promotions on consumer behavior. We found 221 studies addressing this relationship. Our final sample provided 139 observations. First, the results revealed a significant relationship between sales promotion and both purchase intentions and sales volume. Second, we identified significant and positive connections with brand loyalty, perceptions of quality, consumer attitudes, and switching costs for consumers. Third, we noted that the sample type, the number of promoted products and sample size partially moderated the relationship between sales promotion and short/long-term effects.

KEYWORDS:

• long-term effects
• marketing techniques
• meta-analysis
• sales promotion
• short-term effects