The effects of expiry-based promotions on consumer purchase decisions in grocery stores

The current research investigates the influence of quick sale promotions, affect and perceptions of risk and quality on consumers’ purchase intentions for perishables close to expiry. Four experimental studies show that consumers are less likely to purchase perishables when they are marked as quick sale promotions than when they are not so marked. This is due to perceived differences in risk, quality, and valence. The results inform retailers how to better manage communications about their perishables.