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.



Citation:

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.

Authors

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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