How regulatory focus affects perceptions of online limited-time promotions

Prior research on online limited-time promotions has not yet examined the role of regulatory focus and culture.

Introduction

E-tailers often use limited-time price promotions as incentives to increase sales. These price tactics can be promotion-framed (i.e., receive a reward)—such as, "Purchase within 5 minutes and instantly get a 25% discount"—or prevention-framed...