Boomerang Effect of Conditional Promotions in Shopping Cart Abandonments
We find that shoppers’ propensity to abandon shopping carts in response to unfulfilled conditional promotions is influenced by the interaction of promotion framing and distance-to-threshold. We found support for perceived fairness (perceived attractiveness) of the promotional offer as a driver of abandonment intention when distance-to-threshold is relatively far (close).
Atul Kulkarni, Cindy Wang, and Hong Yuan (2016) ,"Boomerang Effect of Conditional Promotions in Shopping Cart Abandonments", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 745-745.
Atul Kulkarni, University of Missouri, USA
Cindy Wang, University of Oregon, USA
Hong Yuan, University of Oregon, USA
NA - Advances in Consumer Research Volume 44 | 2016
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