Effectiveness of Customized Price Promotions. A study on the moderating role of contextual and temporal components

The purpose of this research is to provide a deeper investigation on the effectiveness of customized price promotions in the retail context. Starting from extant literature on price promotions perceptions and customized price promotions, authors aim at exploring which conditions enhance their effectiveness. In doing so, authors propose that temporal and contextual components of the promotion can moderate the effectiveness of the personalized promotion itself. Moreover, authors suggest that this result is due to a more strategic behaviour adopted by consumers with regard to price promotions. From a methodological point of view, an experimental design will be adopted. Authors expect to find a significant interaction effect of the temporal and contextual components on the effectiveness of customized price promotions toward intentions to buy. In terms of implications, authors suggest the conditions under which individual-level customized promotions may be worth pursuing providing useful insights for promotion practices.