Why Giving to Others Can Both Help and Hinder Persuasion: the Influence of Product Type on One For One Promotions

Despite considerable acclaim, little is known regarding the efficacy of one for one promotions. This research demonstrates that these promotions have differential effectiveness on the basis of product type (hedonic v utilitarian). Furthermore, we find that an individual’s competing needs of belonging and uniqueness underlie the effectiveness of this model.



Citation:

Riley Dugan, Joshua Clarkson, and Joshua Beck (2016) ,"Why Giving to Others Can Both Help and Hinder Persuasion: the Influence of Product Type on One For One Promotions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 729-729.

Authors

Riley Dugan, University of Dayton, USA
Joshua Clarkson, University of Cincinnati, USA
Joshua Beck, University of Oregon



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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