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Can I read Deal-prone consumers' response to promotion: The effects of relative and absolute promotion value on EtoBox?
Deal-prone consumers' response to promotion: The effects of relative and absolute promotion value by Devon DelVecchio is a Business, Management and Accounting article available to read on EtoBox.
What is Deal-prone consumers' response to promotion: The effects of relative and absolute promotion value about?
Increased use of promotions that target different market segments makes the study of consumer characteristics associated with the response to promotions more noteworthy. This article assesses the effect of a common segmentation criterion, consumer deal proneness, on consumers' responses to promotions of more and less relative and absolute value. The results of a pair of experiments indicate that dealprone consumers are sensitive to the value of a promotion relative to other available promotions only in a condition of high absolute dollar savings. The findings help integrate conflicting views of deal proneness into a framework in which deal proneness serves as a heuristic to limit or heighten processing of promotion-related information depending on the promotion environment.
Who reads Deal-prone consumers' response to promotion: The effects of relative and absolute promotion value?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Devon DelVecchio
- Publisher
- John Wiley and Sons; Wiley (John Wiley & Sons); John Wiley & Sons Inc.; Wiley (ISSN 0742-6046)
- Published
- 2005
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)