This study explores the effect of personal values (individualistic and collectivist values) on consumers’ involvement and attitude towards discount sales promotion. In order to create and test a more parsimonious predictive-based research model, this study used a closed-ended survey and a two-stage technique using partial least square structural equation modelling. The findings imply that individualistic and collectivist beliefs influence consumer involvement and attitude toward discount sales promotions. Furthermore, the findings of this study expand current knowledge on similar sales promotion areas where this study details the effect of personal value (from both the lens of individualistic and collectivist values perspective) on involvement and attitude towards discount sales promotion, as well as the mediating effect of involvement on personal values (individualistic and collectivist values) and attitude towards sales promotion. Understanding the impact of personal values, involvement, and attitude toward discount sales promotion is crucial, according to this study, especially when selecting appropriate strategies for better market segmentation and targeting.

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