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| Author: | Prendergast, G.P. (et al.) |
| Title: | Predicting premium proneness |
| Journal: | Journal of Advertising Research
2008 : JUN, VOL. 48:2, p. 287-296 |
| Index terms: | marketing consumers retailing surveys hong kong purchasing |
| Freeterms: | premiums |
| Language: | eng |
| Abstract: | The paper examines whether deal proneness, compulsive-buying tendency, time pressure and variety-seeking tendency have an effect on premium proneness. A premium is a product or a service offered free or at a relatively low price in return for the purchase of one or many products or services. The survey was made by interviewing 205 consumers in Hong Kong with different demographic backgrounds avoiding self-selection bias. The findings of this survey suggest that three of the factors, excluding time pressure, are more likely to effect positively on premium proneness. |
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