Effect of dynamic promotion display on purchase intention: The moderating role of involvement

• This study tests the effect of real dynamic promotion display on purchase intention. • Dynamic (vs. static) display reduces high involvement product purchase intention. • Attention distraction plays a mediating role in the negative effect. • Scarcity is a boundary condition. Some studies have shown that dynamic information can attract attention and promote engagement, whereas others have found that it interferes with attention and negatively affects decisions. Currently, some online stores use dynamic displays to present promotional information on product pages. However, to the best of our knowledge no research has been conducted on how the dynamic display of promotional information affects purchase intentions. This study examined the link between dynamic promotion displays on online product pages and purchase intentions. Studies 1 and 2 proved that dynamic (vs. static) promotion displays reduced the purchase intention for high-involvement products, while the effect was not significant for low-involvement products. Studies 3A and 3B revealed that attention distraction played a mediating role in the negative effect. Study 4 showed that a negative effect existed in the low-scarcity condition, while it was reversed in the high-scarcity condition.