Promoting Pi Day: Consumer Inferences About Special Day-Themed Promotions
Firms increasingly offer promotions around “special days” (e.g., 31.4% off for Pi Day on March 14th). In field and lab studies, we demonstrate that when consumers infer marketers to be creative for offering special day promotions, this inference results in more positive evaluations of the promotion and increased purchase intentions.
Daniel M. Zane, Kelly Haws, and Rebecca Walker Reczek (2018) ,"Promoting Pi Day: Consumer Inferences About Special Day-Themed Promotions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 876-877.
Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Florent Girardin, University of Neuchâtel
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