An invesigation of the effectiveness of uncertainty in marketing promotions involving free gifts
LARAN, JULIANO
An invesigation of the effectiveness of uncertainty in marketing promotions involving free gifts - 2013 - 112-123
The authors provide a framework to predict when uncertainty will have a beneficial or detrimental impact on marketing promotions involving free gifts. Whereas uncertainty decreases purchase likeihood when the decision is cognitive, it increases purchase likelihood when the decision is affective. Using field and laboratory studies, the authors demonstrate that when the decision involves affect, people like to be surprised and appreciate uncertainty in the purchase process.
MARKETING
658.8
An invesigation of the effectiveness of uncertainty in marketing promotions involving free gifts - 2013 - 112-123
The authors provide a framework to predict when uncertainty will have a beneficial or detrimental impact on marketing promotions involving free gifts. Whereas uncertainty decreases purchase likeihood when the decision is cognitive, it increases purchase likelihood when the decision is affective. Using field and laboratory studies, the authors demonstrate that when the decision involves affect, people like to be surprised and appreciate uncertainty in the purchase process.
MARKETING
658.8