Journal of Marketing Science ›› 2016, Vol. 12 ›› Issue (2): 58-74.

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Research on Situation Suitability of Purchase Restrictions of Promotion: A Comparative Analysis of Time-limited and Quantity-limited Promotions

Li Yan, Li Dongjin, Ma Minglong   

  1. Li Yan, College of Business Administration, Capital University of Economics and Business.
    Li Dongjin, Business School, Nankai University.
    Ma Minglong, Business School, Nankai University.
  • Online:2016-06-01 Published:2016-09-29


Sales promotion is a kind of temporary and transient activity in nature. Only provided with a certain restriction can promotions have a positive effect on sales. Qualitative and quantitative studies provide evidences that quantity-limited promotion is more effective than time-limited promotion in influencing consumers’ purchase intentions because of consumer competition, but only when the promotion is organized in a high level of perceived accessibility of purchase opportunity. When a promotion is organized in the condition that consumers perceived the purchase opportunity in a low level of accessibility, consumers would react more positive to time-limited promotion than quantity-limited. In those situations, time-limited promotion is more effective than quantity-limited promotion because consumers perceive higher uncertainty of promotion opportunity in quantity-limited promotion. Moreover, the interaction between types of purchase restrictions and perceived accessibility of purchase opportunity is moderated by consumers’ cognitive closure need.

Key words: Purchase Restriction, Time-limited Promotion, Quantity-limited Promotion, Perceived Accessibility of Purchase Opportunity, Consumer Competition