“Right” on the day: How the timing of date‐specific promotions influences consumer responses

While it is common for companies to send greetings that include special promotions to their customers on special days (e.g., birthdays, holidays, etc.), consumers express mixed responses to such date‐specific promotions. Building upon the persuasion knowledge model, the present work examines the conditions under which sending date‐specific promotions lead to favorable consumer responses. In four studies, we demonstrate that consumers respond to...