Consumers’ Search Intentions in Response to Conditional Promotions

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).



Citation:

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.

Authors

Atul Kulkarni, University of Missouri, USA
Hong Yuan, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Out of Your League: Women’s Luxury Products as Signals to Men

Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University

Read More

Featured

Born to Shop? A Genetic Component of Deal Proneness

Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University

Read More

Featured

P6. Marginal Cost Consideration

Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.