Cashbacks: Buying More Or Less?
While prior research on cashbacks highlighted its benefits, this study investigates the cost of offering cashbacks. We find that in certain conditions, cashbacks can negatively affect retailers as they lead to consumers reducing the ticket size of the transactions.
Shweta Jha and Sanjeev Tripathi (2021) ,"Cashbacks: Buying More Or Less?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 925-925.
Shweta Jha, Indian Institute of Management, Indore
Sanjeev Tripathi, Indian Institute of Management, Indore
NA - Advances in Consumer Research Volume 49 | 2021
H12. Does Economic Development Influence Consumer Innovativeness?
Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia
How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister
Stephanie Kogler, University of Innsbruck, Austria
Gossip: How The Relationship With the Source Shapes the Retransmission of Personal Content
Gaia Giambastiani, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Joseph Nunes, University of Southern California, USA