The Influence Of Promotion Products Quantity To Post-purchase Regret In The Perspective Of Need For Cognitive Closure

Increasing the number of optional promotion products has become one of the crucial means for enterprises to seek sales breakthrough in the fierce competition.But today,too many product choices easily cause choice overload effect,leading to a negative emotional experience in the process of consumers' decision making.Considering limited cost and consumer acceptance,enterprises need to explore useful methods to improve sales volume and save the cost in view of long-term development.This paper will use consumers' cognitive emotion theory to clarify the association between choice quantity and consumers'cognitive emotion,and correlated variables data should be collected with the aid of experimental psychology,including too much choice effect,post-purchase regret and cognitive closure need.After that,statistic analysis toolkit such as correlation analysis and variance analysis would be used to get the following research conclusions.First,in sales promotion decision-making process,product class's value level has a significant impact on too much choice effect and post-purchase regret.On the one hand,when encounter the same time pressure,product class's value level influences too much choice effect obviously.Specifically,higher product class's value level is,the more obvious choice difficulty,perceptive frustration and choice hesitation will be.On the other hand,product value level has an obvious impact on post-purchase regret.Specifically,higher product class's value level,the more obvious abandoned option's regret,materiality change regret and consider shortage's regret will be.Second,in sales promotion decision-making process,optional product quantity has a different impact on too much choice effect and post-purchase regret.On the one hand,optional product quantity has an obvious impact on too much choice effect.Specifically,the more optional product quantity has,the more perceptive too much quantity,perceptive similarity,perceptive frustration and choice hesitation will be.On the other hand,optional product quantity has not a significant influence on post-purchase regret,because quantity is an objective thing that is hard to act on consumers'emotion,unless with the aid of cognition.Third,with the regulatory effect of cognitive closure need,the influence of product class's value level on too much choice effect and post-purchase regret is not obvious.That is to say,the value is relatively stable,which would not be influenced by subjective factors.Fourth,with the regulatory effect of cognitive closure need,it makes a difference to too much choice effect and post-purchase regret by optional product quantity.On the one hand,the impact on too much choice effect exists the rule of 'bigger optional product quantity and lower cognitive closure need>bigger optional product quantity and higher cognitive closure need>smaller optional product quantity and higher cognitive closure need>smaller optional product quantity and lower cognitive closure need'.On the other hand,as for post-purchase regret,the rule becomes 'bigger optional product quantity and lower cognitive closure need>smaller optional product quantity and higher cognitive closure need>bigger optional product quantity and higher cognitive closure need>smaller optional product quantity and lower cognitive closure need'.