Christmas Promotions in September – What Happened to Halloween? the Effect of Prospective Event Markers on Attitudes Towards Promotions

In-store, thematic promotions can trigger thoughts of events that may occur before the promoted event (prospective event markers). In four studies, we find that event-related prospective markers generated are temporarily closer to the promoted event, increasing attitudes towards early promotions, while the reverse is true for event-unrelated markers.



Citation:

Chaumanix Dutton and Kristin Diehl (2019) ,"Christmas Promotions in September – What Happened to Halloween? the Effect of Prospective Event Markers on Attitudes Towards Promotions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 275-280.

Authors

Chaumanix Dutton, University of Southern California, USA
Kristin Diehl, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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