The Influence of Sharing Versus Self-Use on the Preference For Different Types of Promotional Offers

Shih-Chieh Chuang, National Chung Cheng University, TAIWAN
Yin-Hui Cheng, National Taichung University of Education, TAIWAN
Chao-Feng Lee, National Chung Cheng University, TAIWAN
Sun-Pan Chen, National Chung Cheng University, TAIWAN
Much of the existing work on preference in promotional offers focuses on self-use purchases rather than those made to share with others. Three studies demonstrate that consumers are likely to choose a price discount for self-use, but a significant preference for a bonus pack when purchasing to share with others.
[ to cite ]:
Shih-Chieh Chuang, Yin-Hui Cheng, Chao-Feng Lee, and Sun-Pan Chen (2014) ,"The Influence of Sharing Versus Self-Use on the Preference For Different Types of Promotional Offers", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 778-778.