Brand promotions as a lottery
Abstract
This paper shows that imprecisely stated discounts in brand promotions offered in the form of a low-probability lottery can lead to higher sales (purchase intentions) and consequently profits than equally costly conventional promotions offering a precise discount on the entire stock. Results from two different experimental studies support our findings. For high-probability lottery-like promotions, imprecise discounts lead to a lower performance...
Paper Details
Title
Brand promotions as a lottery
Published Date
Jul 1, 1995
Journal
Volume
6
Issue
3
Pages
221 - 233
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