How To Make Customers From "Want To" To "Act"

Faced with increasingly fierce competition in the market, promotional activities as a powerful marketing tool for companies, how can them better touch the heartstrings of consumers and maximize the positive promotion effect, it is a matter of concern by academia and business. It needs to demystify consumers mental decision-making process, to reveal the mechanism of their inner psychological reaction before making purchase decisions.The promotion strategies have a significant impact on consumers' anticipated regret, and related to the consumers' purchase decision. In this paper, the anticipated is divides into anticipated inaction regret(AIR) and anticipated action regret(AAR) according to the occurs time, and the promotion strategies is divided into limited-time scarcity promotion and limited-quantity scarcity promotion. In limited-time scarcity promotion, there are front-loaded incentive and rear-loaded incentive according to the access time of values, meanwhile in limited-quantity scarcity promotion, there are supply-based scarcity and demand-based scarcity,based on that the influence mechanism of the promotion strategies on the anticipated regret are studied which the consumer's regulatory focus is considered as the moderator. The study result reveals the psychological mechanism of consumers' anticipated regret impacted by the promotions strategies, and it helps to improve the science and accuracy of network promotional activities.