Time pressure and information in sales promotion strategy: Conceptual framework and content analysis

The purpose of this study is to investigate differences in time pressure an d information between two broad classes of promotional offers: (1) "advance d receipts" in which consumers are encouraged to expedite the purchase of a good or service to take advantage of coupons, rebates, price-offs, premium s, etc.; and (2) "delayed payments," in which consumers are urged to "buy n ow and pay later." A content analysis of 222 promotional offers was conduct ed using the time and outcome valuation, model as a theoretical basis for u nderstanding the role of time pressure in. terms of time allowed before the offer expiration as well as copy and information in these different types of promotional offers. The findings indicate that delayed payment offers al low less time to participate than advanced receipt offers, have more time p ressure copy for those promotional offers giving a deadline and provide mor e information.