The Impact of In-Store Inspirational (vs. Deal-Oriented) Communication on Spending: The Importance of Activating Consumption Goal Completion
研究发现，店内激励型内容（如产品使用灵感）比促销型内容更能激发消费者的消费目标完成动机，从而显著增加支出，这对零售商优化沟通策略有直接指导意义。
In-store communication delivered through technological formats (e.g., kiosk, digital display) and nontechnological formats (e.g., magazine cover, flyer) can help retailers enhance sales by delivering relevant content to consumers. Although prior research has examined the effects of deal-oriented content that primarily offers promotions for a single product on shopper spending, the effects of inspirational content that sparks ideas (e.g., ways to use products) on spending are unclear. Inspirational content can affect spending differently from deal-oriented content as it activates stronger motivation for consumption goal completion. This article proposes that inspirational content activates stronger motivations for the consumer’s goal completion and therefore increases spending more than deal-oriented content does. The authors propose and empirically test the hypotheses using data from a set of experimental studies, a field experiment, and an eye-tracking study. The results show that inspirational content increases spending more than deal-oriented content or no content does. This effect is mediated by consumption goal completion, such that it is attenuated when consumers already have consumption goals or when the content detracts from inspiration-induced goals. These results suggest that retailers can increase sales by using clear, inspirational content in their communications.