4.1.5 Study 2 69
4.1.6 Conclusion and Discussion 72
4.2 Price Discount Depth and Its Effect on Consumer Responses 73
4.2.1 Theoretical Models Depicting Consumers' Response to Price Discounts 73
4.2.2 Development of a Joint Model Depicting Consumers' Response to Price Discounts 78
4.2.3 Examination of the Overall Fitness of the Integrated Model 82
4.2.4 Further Investigation of the Gender Difference 94
4.2.5 Conclusive Discussion 96
4.3 Effects of Price Discount Frequency on Consumer Behavioral Intention 97
4.3.1 Developing Hypotheses regarding the Effects of Promotion Frequency 98
4.3.2 Research Design and Data Collection 99
4.3.3 Data Analysis and Results 101
4.3.4 Further Examining the Effect of Consumers' Gender 104
4.3.5 Conclusive Discussion 105
4.4 Theoretical and Practical Implications 106
4.4.1 Theoretical Implications 106
4.4.2 Practical Marketing Implications 108
References 109
Index 116

销售促进如何影响消费者(英语版) 作者简介

　　Hao Liaogang, BBA(PKU), MS（SHUFE）, PhD in Management（SWJTU）, PhD in Marketing（CUHK）, Associate Professor,PhD in Management（SWJTU）, PhD in Marketing（CUHK）, Associate Professor, PhD supervisor. He is selected as “Star of SiShi” of Southwest Jiaotong University,the core member of innovation team of Ministry of Education, the peer reviewer of projects of National Natural Science Foundation of China, selected as NCET (Program for New Century Excellent Talents in University) of Ministry of Education of China. a Sichuan Provincial Philosophy and Social Science Planning Project, and etc. He participated in two projects and two major programs of National Natural Science Foundation of China. He has published over 30 academic papers both in international and domestic academic journals and academic conferences.His research area includes sales promotion, mental accounting, behavioral decision making, marketing strategy, and city marketing.

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