We would like to invite you to participate in Management Engineering (ME) Seminar.

1. When: August 2nd (Friday), 09:30 ~ 11:00
2. Where: SUPEX, 3th #301
3. Speaker: Prof. Seongsoo Jang (Cardiff University)
4. Topic: Do Promotions Increase Health? The Moderating Role of Sales Promotion Among Consumers’ Purchase and Exercise Behaviors
5. Research field: Marketing
* Lecture will be delivered in Korean.

________________________________________ [Abstract]
Sales promotions generate a two-stage decision for mobile exercise app users: whether to purchase (promoted) products and how to manage exercise. Longitudinal observations of exercisers’ responses to these promotions can help sports brands reflect this information on future promotions. The authors examine the moderating effects of sales promotions—monetary, nonmonetary, and group buying—on multiple relationships (1) between past exercise and purchase, (2) between purchase and future exercise, and (3) between past exercise and future exercise. Using a unique data set of one million exercise logs and shopping transactions created by 7,517 app users for 36 months, the authors develop an integrated model that incorporates purchase (i.e., frequency, quantity, and expenditure) and exercise dimensions and test this framework. The results reveal that heavy exercisers increase purchase quantity of exercise products that offer group buying promotions and increase (decrease) exercise after having purchased promoted (nonpromoted) products, though, overall, consumers decrease their future exercise. Finally, the authors conduct two simulations to offer important managerial implications on exercise behavior-based promotion strategies.