000 | 00959npc a2200169Ia 4500 | ||
---|---|---|---|
008 | 140613s2013 xx 000 0 und d | ||
060 | _a658.8 | ||
100 | _aLARAN, JULIANO | ||
245 | 3 | _aAn invesigation of the effectiveness of uncertainty in marketing promotions involving free gifts | |
260 | _c2013 | ||
300 | _a112-123 | ||
520 | _aThe 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. | ||
653 | _aMARKETING | ||
700 | _aTSIROS, MICHAEL | ||
773 |
_oP14947 _nM _927731 _011181 _tJOURNAL OF MARKETING |
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942 |
_2ddc _cARTCL |
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999 |
_c11978 _d11978 |