Assessing the Domain Specificity of Deal Proneness: A Field Study

Abstract

Results of two studies designed to assess the manner in which the deal proneness construct is best conceptualized are presented. On the basis of a review of the sales promotion literature, three alternatives are identified: (1) deal proneness is a general construct that encompasses various deal types (i.e., a single deal proneness construct), (2) deal proneness is a domain-specific construct (e.g., coupon proneness, sale proneness, rebate proneness), or (3) deal proneness is a construct that includes only certain types of deals (e.g., price-oriented deals, active-oriented deals). Across both studies, operationalizations consistent with each of the alternatives are developed, confirmatory factor models consistent with each are compared, and the predictive validity of the alternatives is assessed by relating operationalizations consistent with each alternative to a variety of deal-responsive behaviors collected unobtrusively in natural field settings. Results support treating deal proneness as a domain-specific construct.