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



Share Proceeding

Featured papers

See More

Featured

When Zero Prices Backfire: A Dual-Process Model for Understanding Consumers’ Reactions to Zero Prices

Fengyan Cai, Shanghai Jiao Tong University
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Featured

Consuming Products with Experiences: Why and When Consumers Want Mementos

Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA

Read More

Featured

P8. Understanding Financial Literacy: a Meta-Analysis of the Antecedents, Consequents and Moderators

FERNANDO DE OLIVEIRA SANTINI, UNIVERSIDADE DO VALE DO RIO DOS SINOS - UNISINOS
Frederike Monika Budiner Mette, ESPM, Brazil
Mateus Canniatti Ponchio, ESPM, Brazil
Wagner Junior Ladeira, Unisinos

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.