Consumer evaluations of bonus packs offered with price discounts
Abstract
Purpose To assess consumer evaluations of bonus packs offered with price discounts. Design/methodology/approach Four laboratory experiments and a content analysis. Findings The opportunity to obtain a price discount was available for approximately 25 percent of the bonus packs found in a content analysis. Consumers evaluated an offer containing a low bonus amount and a high price discount more positively than an offer containing a high bonus...
Paper Details
Title
Consumer evaluations of bonus packs offered with price discounts
Published Date
Jan 8, 2018
Volume
35
Issue
1
Pages
22 - 31
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