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| Author: | Anderson, E. Simester, D. |
| Title: | The role of sale signs |
| Journal: | Marketing Science
1998 : VOL. 17:2, p. 139-155 |
| Index terms: | MARKETING SALES MANAGEMENT ECONOMICS |
| Language: | eng |
| Abstract: | Sale signs increase demand. The apparent effectiveness of this simple strategy is surprising: sale signs are inexpensive to produce and stores generally make no commitment when using them. As a result, they can be placed on any products, and as many products, as stores prefer. If stores can place sale signs on any or all of their products, why are they effective? The authors offer an explanation for the effectiveness of sale signs by arguing that they inform customers about which products have relatively low prices. |
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