Consumers’ Search Intentions in Response to Conditional Promotions

Atul Kulkarni, University of Missouri, USA
Hong Yuan, University of Illinois at Urbana-Champaign, USA
A set of three studies suggest that consumers encode the cash reward promotions differently than the waiver of shipping promotions, leading to higher search intentions for the cash reward (waiver of shipping) promotions when the difference between original basket size and the threshold basket size is relatively higher (smaller).
[ to cite ]:
Atul Kulkarni and Hong Yuan (2012) ,"Consumers’ Search Intentions in Response to Conditional Promotions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 802-803.