Welcome to Revise and Resubmit, the podcast where we unpack the latest research from the world’s top academic journals.
Imagine walking into a bakery on March 14th and seeing a sign: "Celebrate Pi Day with 31.4% off all pies!" You smile. Clever, right? But why does that discount feel more exciting than a regular 30% off? What makes themed promotions—like Star Wars Day sales on May 4th or National Coffee Day freebies—so appealing?
Today, we’re diving into a fascinating study from the Journal of Consumer Psychology—an FT50 journal—written by Daniel M. Zane, Rebecca Walker Reczek, and Kelly L. Haws. Published by the Society for Consumer Psychology and Wiley, this paper explores how consumers respond to special day-themed discounts. The research reveals that these promotions work because they tap into our perception of creativity—when the discount feels both original and fitting, we’re more likely to engage. But here’s the catch: when every business jumps on the bandwagon, or the theme feels forced, the magic fades.
So, when does a themed promotion feel like a stroke of marketing genius—and when does it just feel gimmicky?
Stick around as we break it down. And a big thank you to the authors and Wiley for this insightful research.
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Reference
Zane DM, Reczek RW, Haws KL. Promoting Pi Day: Consumer Response to Special Day-Themed Sales Promotions. J Consum Psychol. 2021; 32: 652–663. https://doi.org/10.1002/jcpy.1271
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