Type Of Price Promotion Implicit Preference For Experimental Research

Today, almost companies adopted the Price Promotion, but the effect is not as good as imagined. Based on review the researches which made by scholars, this study carefully clarified the definition, mechanism, methods of price promotion, and get a frame of this study.This study was carried out on the consumers' preference implicit attitude about the price promotion, based on the other researchers' findings, and it mainly wants to discuss how to implement more effective actives to improve the benefit of price promotion. This study adopted two kinds of price promotion as the research object, discount and present, which are used frequently by companies. And adopt the FMCG as the research object, because it is convenience to buy, visualized, not high brand-loyalty. This study also introduce a new personnel variety, cognitive style, in order to find out if consumers, who has different cognitive style, have different preference about price promotion when he is doing shopping. Then analyze the reason which will affect the former result, and give the companies some suggestions.About the method, this study used the Implicit Attitude Associate Test (IAT) to measure consumers' attitude which is more similar with real one; and used the situation simulation to elicit consumers' explicit attitude, discuss the relationship of implicit and explicit and the reason. This study also used some useful methods to better this study, such as questionnaire, market survey and so on.After measurement and analysis of consumers' attitude, this study gets some result as below,1 Cognitive style has no significant deference on gender, but on the major.2 After the Implicit Associate Test, the High-EFT group has no reference on any style of the price promotion, but the Low-EFT group like the discount price promotion more.3 The IAT effect is significant between High-EFT group and Low-EFT group.4 The external choice is significant between High-EFT group and Low-EFT group.5 The relationship between the implicit reference and external choice is not significant.