search query: @journal_id 70 / total: 586
reference: 18 / 586
| Author: | Kahn, B. Louie, T. |
| Title: | Effects of Retraction of Price Promotions on Brand Choice Behavior for Variety-Seeking and Last-Purchase-Loyal Consumers |
| Journal: | Journal of Marketing Research
1990 : AUG, VOL. 27, p.279-289 |
| Index terms: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR BRAND CHOICE |
| Language: | eng |
| Abstract: | In the course of three laboratory experiments ranging from a computer simulation of purchases to actual product use by subjects, it was examined how promotions affect brand choice probabilities after the promotions have been removed. Results show that the effects of promotion are contingent on both the choice patterns of the subjects and the ubiquity of promotions in a product category. |
SCIMA