Tired Consumer:Ego-depletion In Uncertain Promotion

In the background of experiential economy,experience takes important role in consumers' decision-making.Meanwhile,consumers have more voices in an open market with abundant information.Therefore,it is worth considering that how to communicate more efficiently in market by creating good experience.Applying game mechanics,uncertain promotion is so enjoyable that it can provide customers with rich experience,and thus become one of the popular marketing strategies.However,the uncertainty of consumers' gain can also cause negative perception,thus affecting the effect of marketing and consumer relationship.In view of this,consumers' experience and its impact on consumers' attitudes should be attention.Combined theories in uncertain promotion,ego-depletion,expectation diversity theory,consumer behavior and the current marketing practice,this study classifies uncertain promotion with consumers' investment.Based on this,ego-depletion in different types of uncertain promotion was explored,including its alleviation and aggravation with expectation diversity.Eventually the relationship between egodepletion and consumer's satisfaction in uncertain promotion has been established.Research data was collected through three experiments and following conclusions has been arrived: 1)Different extent of ego-depletion occur in different uncertain promotions,with effort-related one depletes the most,followed by the skill-related,with luck-related the least.2)Expectation diversity has different modification effect to ego depletion in different uncertain promotions.Achieved expectation alleviate more ego-depletion in skill-related promotion than the effort-related,but no impact on the luck-related.Unachieved expectation significantly aggravates ego-depletion in skillrelated promotion,but no impact on the effort-and luck-related.3)When expectation has been achieved,effort-related promotion depletes the most,followed by the skillrelated,with luck-related the least.When it hasn't,the luck-related still deplete the least,but there isn't a significant difference between the skill-and effort-related.4)Egodepletion have a negative impact on consumers' satisfaction,namely the more consumers deplete themselves,the lower their satisfaction in uncertain promotion,and vice versa.Based on this,suggestions for marketing practice and future research are given.