search query: @author Neslin, S. A. / total: 11
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| Author: | Neslin, S. A. Shoemaker, R. W. |
| Title: | An alternative explanation for lower repeat rates after promotion purchases. |
| Journal: | Journal of Marketing Research
1989 : MAY, VOL. 26:2, p. 205-213 |
| Index terms: | SALES PROMOTION PURCHASING |
| Language: | eng |
| Abstract: | Several researchers have observed that average repeat purchase rates after a promotion purchase are lower than after a nonpromotion purchase. An alternative explanation is suggested for the lower aggregate repeat rates. Even if promotions have no effect on repurchase rates for individual households, aggregation of purchase data across consumers can result in lower average repeat rates after deal purchases. |
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