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Author:Wansink, B.
Deshpande, R.
Title:Out of sight, out of mind: pantry stockpiling and brand-usage frequency
Journal:Marketing Letters
1994 : JAN, VOL. 5:1, p. 91-100
Index terms:MARKETING
STORAGE
METHODOLOGY
Language:eng
Abstract:Both researchers and brand managers have suggested that price promotion-induced stockpiling can increase a household's usage frequency of a product. Empirical findings, however, contradict this relationship. In reconciling this inconsistency, laboratory results reported in this paper suggest that stockpiling may have the greatest effect on a product's usage frequency when usage-related thoughts about the product are highly silent. These results also suggest that when stockpiling stimulates usage frequency, it can do so by increasing perceptions of a product's versatility.
SCIMA record nr: 109479
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