They explain that according to this theory, people acquire attitudes by observing their own behaviour and considering why they acted in a certain manner. They further contend that consumers who consistently purchase a brand because of a coupon or price-off deal may attribute their behaviour to the external promotional incentive rather than to a favourable attitude toward the brand. By contrast, when no external incentive is available, consumers are more likely to attribute their purchase behaviour to favourable underlying feelings about the brand. Sawyer and Dickson (2015) further contend that another potential problem with consumer-oriented promotions is that a sales promotion trap or spiral can result when several competitors use promotions extensively. Often a firm begins using sales promotions to differentiate its product or service from the competition.
How would these differences influence the process in which value are assigned to competing offers which are being compared? The motivation behind purchasing decisions made by businesses and consumers differ significantly. When organization purchase equipment, they plan to utilize them in ways that will help the business attain the set goals and objectives. The purchased items are strategically sought after as they play a major part in helping the organization generate value in ways that will help cover the costs incurred and increase the overall profit. On the other hand, the consumers buy products depending on their need and wants.
Consumers’ self-image can be inferred from the brands they use, their attitudes toward different brands and the meanings brands have for them. The perceptions consumers have of themselves influences their brand decisions. Consumers form favourable attitudes toward those products which possess images most similar to the images they either prefer or wish of themselves. Accordingly, they buy those products which match their desired self-image because those products help consumers express themselves (Zinkham& Hong,