Open AccessPosted Content
How Promotions Work
Robert C. Blattberg,Richard A. Briesch,Edward J. Fox +2 more
- pp 157-167
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TLDR
In this paper, an overview of the research and findings from the sales promotion literature is presented, which is intended to offer direction for future research in the area of sales promotion, as well as important sales promotion topics that have not yet been studied.Abstract:
By synthesizing findings across the sales promotion literature, this article helps the reader understand how promotions work. We identify and explain empirical generalizations related to sales promotion; that is, effects that have been found consistently in multiple studies involving different researchers. We also identify issues which have generated conflicting findings in the research, as well as important sales promotion topics that have not yet been studied. This overview of the research and findings from the sales promotion literature is intended to offer direction for future research in the area.read more
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Deeply discounted medications: Implications of generic prescription drug wars
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Relational Price Discounts: Consumers’ Metacognitions and Nonlinear Effects of Initial Discounts on Customer Retention:
TL;DR: In this article, the authors explored nonlinear effects of initial discounts on customer retention and found that moderate initial discounts (5% to 35%) have positive effects on customer lifetime, whereas low discounts (1% to 5% ) have negative effects.
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Shopper Marketing 2.0: Opportunities and Challenges
TL;DR: Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along the path-to-purchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages as discussed by the authors.
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Advertising and Firm Risk: A Study of the Restaurant Industry
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Why are Consumers Less Loss Averse in Internal than External Reference Prices
TL;DR: In this paper, two empirical regularities in pricing cause that consumers tend to observe few losses for external reference price and many losses for internal reference price, making them less sensitive to internal than external losses.
References
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Posted Content
A Probabilistic Choice Model for Market Segmentation and Elasticity Structure
TL;DR: This paper proposed a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity, and applied it in a study of competition between national brands and private labels in one product category.
Journal ArticleDOI
Impact of Sales Promotions on when, what, and how Much to Buy:
TL;DR: In this paper, the effectiveness of a sales promotion can be examined by decomposing the sales "bump" during the promotion period into sales increase due to brand switching, purchase time acceleration, and stockp...
Posted Content
Modeling Loss Aversion and Reference Dependence Effects on Brand Choice
TL;DR: This article developed a multinomial logit formulation of a reference-dependent choice model, calibrating it using scanner data, and found that consumers weigh losses from a reference point more than equivalent sized gains (loss aversion).
Journal ArticleDOI
Reference Effects of Price and Promotion on Brand Choice Behavior
TL;DR: When consumers are exposed to pricing and promotional activity by frequently purchased packaged goods, they may develop expectations that are used as points of reference in evaluating future activi... as discussed by the authors,.
Journal ArticleDOI
An Empirical Analysis of Internal and External Reference Prices Using Scanner Data
Glenn E. Mayhew,Russell S. Winer +1 more
TL;DR: In this article, single-source yogurt data are used to examine whether both internal and external reference prices affect purchase decisions, and both types of variables have significant effects on purchase probabilities.