Journal of Consumer Marketing · 1990 · 142 citations · 2 references
Customer SatisfactionConsumer UncertaintyBehavioral Decision MakingConsumer Research″Good Deal″Buying BehaviorManagementMonetary PromotionsConsumer BehaviorConsumer ChoiceEconomicsConsumer Decision MakingMarket BehaviorPromotion (Marketing)Sale ResearchMarketingBehavioral EconomicsBusinessLarge IncentivesBusiness StrategyAdvertising EffectivenessFree Extra Product
Considers the differences between consumer perceptions of nonmonetary promotions such as free extra product and monetary promotions such as discounts and rebates. Reports on an experiment which found that monetary promotions did not have to be as large as nonmonetary promotions to be noticed by the consumer, and that large incentives make consumers sceptical. Concludes that the decision about which type of promotion to use depends on whether a price‐conscious or a premium product market segment is being sought.
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Mental Accounting and Consumer Choice
Richard H. Thaler · Marketing Science · 2008 · 3.5K citations
Consumer Economics, Behavioral Decision Making, Consumer Study +18