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 MoreFeatured
When Perceiving Oneself as a Spender Increases Saving
Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia
Featured
F1. Reach out in the Darkness: How Unfair Treatments Shape Social Connection Motivation
Yijie Wang, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Mandy Mantian Hu, Chinese University of Hong Kong, China
Ninghua Zhong, Tongji University
Featured
The Pleasure of Being Right (Even When the World Is Bad)
Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA