Attitudes and Promotions: the Case of a Minimum Spending Restriction
The Effects of Restrictions on Coupon Effectiveness: The Mediating Role of Attitudes
I propose a process that underlies consumers’ perception of promotions, in which they evaluate the economic value and form attitudes towards the promotion. The paper focuses on attitude antecedent and consequences. In a series of three lab and one field study I show that compared to an unrestricted promotion, a restricted promotion is less effective in terms of redemption rates, generates less income and revenue, decreases people’s attitudes toward the store, and that these attitudes mediate the observed behavior. A recall task shows that people recall more negative and less positive items when given a restricted promotion.
Ayelet Gneezy (2006) ,"Attitudes and Promotions: the Case of a Minimum Spending Restriction", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 526-527.
Ayelet Gneezy, University of Chicago GSB
NA - Advances in Consumer Research Volume 33 | 2006
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