Original paper
Changing consumers’ minds at the point of sale: price discounts vs. in-store advertising
Abstract
Point-of-sale (POS) promotions are increasingly relevant for manufacturers, with substantial impacts on shoppers’ decision-making in competitive environments. To provide new guidelines for effectively using such promotions, this article distinguishes POS activities that provide an incentive to buy by altering perceptions of economic purchase value (e.g., price discount) from those that create a reason to buy by emphasizing product attributes...
Paper Details
Title
Changing consumers’ minds at the point of sale: price discounts vs. in-store advertising
Published Date
Feb 15, 2020
Journal
Volume
31
Issue
1
Pages
49 - 71
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Notes
History