Is online multiple-stores cooperative promotion better than single-store promotion? Misprediction from evaluation mode

Inspired by the evaluation mode theory, we show online vendors mispredict consumers’ responses to different types of sales displays. While vendors predict that consumers evaluate a featured product more positively in a cooperative sales promotion (CSP; i.e., multiple stores promoting synchronously) than in an independent sales promotion (ISP; i.e., a single store promoting independently), consumers actually do the opposite. The reason is that...