An invesigation of the effectiveness of uncertainty in marketing promotions involving free gifts

By:

LARAN, JULIANO

Contributor(s):

TSIROS, MICHAEL

Material type:

Mixed materialsPublication details: 2013Description: 112-123Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/2	Available		P14947

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.

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