Evaluating the influence of promotional branding on consumer decision-making

A comparative study of product labels

Bibliographic Data

ID21284060
AuthorsKlint Allen Mariñas (0000-0001-5196-8562, Mapúa University, corresponding author), Charmine Sheena Saflor (0000-0002-9184-5986, De La Salle University), Alana Gianne Mariñas (University of the Philippines Manila, corresponding author), Michael G Calamba (University of the Philippines Mindanao)
Year2026
Volume267
Pages107046
Publication date2026-07-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueActa Psychologica (JOURNAL)
Journal identifiersISSN: 0001-6918 • E-ISSN: 1873-6297
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.actpsy.2026.107046
PMID42143532
OpenAlexW7161391399
LanguageEN
References cited38

Product labels have become an increasingly popular marketing tool, with promotional indicators like "buy one, get one free" or "20% off" gaining attention for their effectiveness. This study aimed to assess how these promotions impact consumer product selection behavior, employing the Theory of Planned Behavior. Through an online survey of 200 participants, the study explored shopping habits, preferences, and attitudes toward promotional labels. Results showed that consumers are more likely to choose products with promotional indications, perceiving them as higher in value. Price-sensitive consumers, in particular, were more influenced by these labels. The study further revealed that the type of product being promoted plays a role in the effectiveness of promotional cues. Key relationships were identified between promotional labels, perceived value, prudent behavior, and product selection behavior. The findings indicated that product selection behavior significantly influenced attitudes toward packaging and perceived behavioral control, both of which impacted the intention to select a product. Customer loyalty also emerged as a factor in the retention of products with promotional labels. This research provides valuable insights for researchers and marketers into how promotional labels drive consumer behavior

Consumer behaviour · Perception · Product (mathematics) · Product category · Product type · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · Marketing and Advertising Strategies

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Open DOIOpen Access