What’S in the Box? Risk in Surprise Subscription Models.
Assessing subscription models in retailing, we seek to identify the drivers that influence consumers’ attitude towards product subscriptions. Using Prospect Theory, we find that consumers prefer subscription boxes with surprise content in lower frequencies and subscription boxes with predefined content in higher frequencies.
Severin Bischof, Tim Boettger, and Thomas Rudolph (2016) ,"What’S in the Box? Risk in Surprise Subscription Models.", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 720-720.
Severin Bischof, University of St. Gallen, Switzerland
Tim Boettger, University of St. Gallen, Switzerland
Thomas Rudolph, University of St. Gallen, Switzerland
NA - Advances in Consumer Research Volume 44 | 2016
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