The Influence of Sharing Versus Self-Use on the Preference For Different Types of Promotional Offers
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 778-778.
Authors
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
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
A Complete Consumer Journey: Tracking Motivation in the Marketplace
Jacob Suher, Portland State University
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore
Featured
O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.
Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA
Featured
“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness
Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University