The Effect Of Uncertainty Price Promotion On Consumer's Negative Emotion After Purchase

To improve the sales performance,merchants use promotion to motivate consumers,and promotion is also an important way to attract new consumers,to recover lost consumers and to clear inventory.However,the merchants neglect after purchase the consumers who found him/herself paid more money than others will have a sense of unfairness,thus causing them to suffer from the negative emotions such as distress and anger,which may lead to negative consequences such as the loss of consumers or the negative word of mouth.So what is the promotion strategy that should be taken? What kind of promotion strategy can make best use of the advantages and bypass the disadvantages?Through literature review,hypothesized,experimental design and data analysis,this study explored after purchase,how uncertainty promotion influence the consumers' negative emotions and the impact of unfairness.By introducing the uncertainty and product types that always avoid by the merchants,to prove that compare with certain promotion,consumers who meet uncertainty promotion after purchase feel less unfairness.Compared with material products,consumers who have bought experiential products have a lower sense of unfairness,and are regulated by product types.Based on uncertain frontier theory established a new analytical perspective,and further the adjustment of the product type,to help build up consumer mental models.This study has certain value of theoretical innovation.This study results show a new thought and method of marketing promotion strategy and provide a new thought and method to allows businesses to use promotion strategy to weaken consumers' negative emotions,finally reduce costs and increase benefits effect.