The contribution of self‐disclosure to promotional response: Examining the roles of deservingness and social class

Facing the fact of declining sales of firms, promotions serve as an important tool to facilitate short‐term sales. Yet, marketers still face the question of promotion effectiveness based on consumer self‐disclosure behavior. In this paper, we examine the effects of self‐relevant information disclosu...

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Bibliographic Details
Published in:Psychology & marketing Vol. 40; no. 4; pp. 811 - 824
Main Authors: Wang, Jun, Han, Bing, Liu, Yi
Format: Journal Article
Language:English
Published: Hoboken Wiley Periodicals Inc 01.04.2023
Subjects:
Consumer behavior
deservingness
Disclosure
personal information disclosure
promotions
Self disclosure
social class
ISSN:0742-6046, 1520-6793
Online Access:Get full text
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Summary:Facing the fact of declining sales of firms, promotions serve as an important tool to facilitate short‐term sales. Yet, marketers still face the question of promotion effectiveness based on consumer self‐disclosure behavior. In this paper, we examine the effects of self‐relevant information disclosure on promotional response as well as the mechanism and boundary conditions associated with this effect. Four studies using both real and fictitious brands across a variety of contexts were conducted to test the hypotheses and show that self‐disclosure contributes to promotional response because of the enhanced feeling of deservingness. Moreover, this research also demonstrates that self‐disclosed consumers from a lower social class are more likely to respond to promotions. Taken together, these insights contribute to the research on promotions and self‐disclosure and can be helpful to marketers by suggesting some guidelines for developing cost‐effective promotion strategies, for example, identifying the target consumer segments for promotions.
Bibliography:Correction added on 15 February 2023, after first online publication: Authors Bing Han and Yi Liu were incorrectly reported as Han Bing and Liu Yi at first publication.
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ISSN:0742-6046
1520-6793
DOI:10.1002/mar.21769