“I” seek uniqueness and “WE” avoid risk: The role of consumer motivation in retail shopping

Abstract

Retailers frequently use selling cues for effective promotional campaigns. Drawing from consumer regulatory focus motivation and selling cue literature, this research explores the influences of selling cue, consumer motivation, and product type on consumer perceptions of risk, product uniqueness and purchase intentions. Results from three studies show that selling cue and consumer motivation influence purchase intentions. Perceived product risk and perceived product uniqueness act as psychological mechanisms. Results also show that selling cue and product type influences purchase intentions. These results add to existing literature and have managerial implications.