Consumer Patience and Product Promotions

Prof. Han GONG, Associate Professor, Shanghai University of Finance & Economics


Date: 21 September 2022 (Wednesday)
Time: 10:30am – 11:30am
Venue: Online via Zoom
Host: Prof. Kao SI, Assistant Professor of Marketing
Zoom Link: https://umac.zoom.us/j/99218743742



Product promotions are ubiquitous in everyday life. While past work has documented how different promotions can exert various influences on consumer behavior, very little is known about consumers’ intertemporal preferences for different promotions. In a series of experiments we consistently show that consumers are more willing to wait for promotions that offer premium products at the same price than for the regularly used discount-based promotions. Further, we provide both mediation and moderation evidence to support that this intertemporal preference is driven by greater anticipated utilities associated with premium-based promotions.



Prof. Han GONG is the Associated Professor in Shanghai University of Finance & Economics. She obtained her PhD from Northwestern University. Her research areas are consumer choice, affect-cognition interaction, moral judgment and decision-making. Her works has appeared in major journals including Journal of Consumer Research, Research Policy, Frontiers in psychology, Social Psychology and Judgment and Decision Making.


All are welcome!