Exploding Offers: Consumer Response to Time-Limited Promotional Deals
Consumers’ uptake of time-limited promotional offers is driven by the interplay between the redemption window and shoppers’ mindset when receiving the offer. Under a deliberative mindset, consumers are more likely to use a promotional offer with a longer (vs. shorter) window, whereas the opposite is true under an implemental mindset.
Hyoseok Kim and Gerald Haubl (2021) ,"Exploding Offers: Consumer Response to Time-Limited Promotional Deals", 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: 522-522.
Hyoseok Kim, University of Alberta
Gerald Haubl, University of Alberta
NA - Advances in Consumer Research Volume 49 | 2021
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