Increasing the Efficacy of Exchange Offers: Effect of Message Framing, Promotion Bundling and Product Category on Exchange Offer Efficacy
This paper examines the effect of message frames and promotion bundling on consumer preferences for the advertisement, the offer and their intention to buy. This paper also demonstrates these effects in varying product categories of hedonic and utilitarian benefits and situations when consumer preferences reverse.
Preetha Menon (2015) ,"Increasing the Efficacy of Exchange Offers: Effect of Message Framing, Promotion Bundling and Product Category on Exchange Offer Efficacy", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 204-205.
Preetha Menon, Symbiosis Institute of Business Management, India
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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