The paper is organised as follows. The next section provides
a review of the sales promotions literature and considers the
potential impact of ethnicity. Hypotheses are presented,
followed by a discussion of key measures and stimuli. Results
are described in subsequent sections. The study was
undertaken in Australia, where a diverse ethnic mix of
consumers exists and where packaged goods manufacturers
and retailers are making increasing use of sales promotions. A
discussion of the findings is presented. We conclude by
highlighting some limitations and by suggesting a few
opportunities for future research.