Abstract

This study investigated how the Fishbein-Ajzen model applies to the deal proneness construct. A cognitive-attitude-behavior multidimensional model is conceptualized to integrate all aspects of sales promotion responsiveness. The impact of several moderators such as lifestyles, demographics and acculturation dimension are integrated to the model and tested in the empirical research. This study also distinguishes among different types of deals and examines the differences between French and English Canadian consumers in terms of their responsiveness to each type of deals. The result reveals that several differences in terms of lifestyles and demographics exist between the two cultures. Several managerial implications are highlighted for future improvement in promotional strategies.