Flash sales are a common marketing activity nowadays, and it is important for
brand owners or website platforms to effectively attract consumers in this activity.
This study explores the psychological level and motivation of consumers under flash sales by regulatory focus theory, regulatory fit, and time distance, in order to infer that consumers under flash sales will be induced to situational prevention focus, and the copy of vigilant framework will be more persuasive than copy of eager framework.
This study conducted an experimental design. In the experiment, I manipulated both
limited time and unlimited time, as well as manipulated the combination of limited
time or not and different regulatory framework copywriting at the same time. The
results showed that under limited time, consumers were induced to be prevention
focus, but there was no significant difference in product attitudes towards
copywriting with a vigilance framework and copywriting with eager framework; In
the case of unlimited time sales, as inferred by this study, the regulatory focus of
consumers will not be induced, and there is no significant difference in product
attitudes towards the copy of vigilant framework and the copy of eager framework.
The results of this experiment can provide practical assistance for brand owner and
website platforms.
