How Variety-Seeking Versus Inertial Tendency Influences the Effectiveness of Immediate. Versus Delayed Promotions. Hyeong-Min (Christian) Kim

Transcription

1 1 How Variety-Seeking Versus Inertial Tendency Influences the Effectiveness of Immediate Versus Delayed Promotions Hyeong-Min (Christian) Kim Web Appendix This online appendix provides further detail on (1) the scales and material used in studies 1-3 and (2) the procedure of the field study. ADDITIONAL DESCRIPTION OF SCALES USED IN THIS RESEARCH The scales used in this research are fully described in the main text except the NFCC scale. This section provides additional information about it. The 15-Item NCFF Scale (Roets and Hiel 2011) Instruction: Read each of the following statements and decide how much you agree with each according to your beliefs. Please respond according to the following scale: 1 = completely disagree, 2 = moderately disagree, 3 = neither agree nor disagree, 4 = moderately agree, 5 = completely agree. -I don t like situations that are uncertain. -I dislike questions which could be answered in many different ways. -I find that a well ordered life with regular hours suits my temperament. -I feel uncomfortable when I don t understand the reason why an event occurred in my life. -I feel irritated when one person disagrees with what everyone else in a group believes. -I don t like to go into a situation without knowing what I can expect from it. -When I have made a decision, I feel relieved. -When I am confronted with a problem, I m dying to reach a solution very quickly.

2 2 -I would quickly become impatient and irritated if I would not find a solution to a problem immediately. -I don t like to be with people who are capable of unexpected actions. -I dislike it when a person s statement could mean many different things. -I find that establishing a consistent routine enables me to enjoy life more. -I enjoy having a clear and structured mode of life. -I do not usually consult many different opinions before forming my own view. -I dislike unpredictable situations. PRIMING TASKS (STUDIES 1 AND 2) This section provides an example of the priming task. The tile that participants saw in the beginning of the task along with the instruction: Instruction in the variety-seeking condition: In the following tasks, ten different sets of mahjong tiles will be sequentially presented to you. You will see 12 different tiles in each task. Your job is to select a different tile in each task, excluding the one shown above. In other words, after Task 10, you will have selected 10 different tiles. For example, in Task 1, select a tile different from the one shown above. In task 2, select another tile, and in task 3, select yet another tile which you have not chosen as of now. Enter the number corresponding to your selection in each task. Instruction in the inertial condition: In the following tasks, ten different sets of mahjong tiles will be sequentially presented to you. You will see 12 different tiles in each task. Your job is to select the tile shown above in each task. Enter the number corresponding to the tile shown above in each task.

3 3 Task 1 Task 2 Task 3

4 4 Task 4 Task 5 Task 6

5 5 Task 7 Task 8 Task 9

6 6 Task 10 MANIPULATION CHECK (STUDIES 1 AND 2) Instruction: Please choose a total of five coffee pod packs in any combination. Breakfast Blend Caramel Creme Colombian Vanilla Bean Sumatra AN EXAMPLE OF THE TARGET PRODUCT (STUDY 2) Instruction: Imagine that you are shopping for a desk lamp. You come across two lamps. Please indicate your preference between the two brands by entering an appropriate number (100 = I

7 7 absolutely prefer the brand offering the delayed value promotion, 50 = I have no preference between the two, 0 = I absolutely prefer the brand offering the immediate value promotion). Alvin Desk Lamp Regular price: $69.99 $10 instant rebate available now! OttLite Desk Lamp Regular price: $69.99 *$20 mail in rebate available now! *UPC code required. Allow 4 weeks to process. STIMULI USED IN STUDY 3 Instruction: Imagine you are shopping for lip balms. Please choose a total of five lip balms in any combination from the list below. The unit price is $5.99. Mark your selection on the sheet. Lip balms

8 8 Instruction: Imagine you are shopping for washing liquids. Please choose a total of five washing liquids in any combination from the list below. The unit price is $5.99. Mark your selection on the sheet. Washing liquids FIELD STUDY (STUDY 4) This section provides further detail about the field study. The study design was a 2 (varietyseeking vs. inertia) 2 (measure of variety-seeking before vs. after the dependent variable) between-participants design. Thus, a sample size of was needed to make meaningful comparisons between the cells. Given a typical refusal rate reported in recent mall studies (e.g., Adjei and Clark 2010), at least 120 shoppers would need to be approached.