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

Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More

Featured

L3. Categorizing Engagement Behaviors from the Perspective of Customer Resources

Xianfang Zeng, University of Calgary, Canada
James Agarwal, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

Read More

Featured

Understanding Organ Donation: Discourses of Embodied Recycling

Rebecca Scott, Cardiff University
Samantha Warren, Car

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.