search query: @author Bearden, W.O. / total: 6
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| Author: | Hardesty, D.M. Bearden, W.O. |
| Title: | Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level |
| Journal: | Journal of Retailing
2003 : VOL. 79:1, p. 17-25 |
| Index terms: | Consumer behaviour Information Sales promotion |
| Language: | eng |
| Abstract: | This research investigates the effects of promotion type (price discounts and bonus packs) and price presentation (dollars and percentages) across promotional benefits in three experimental studies. For the products considered, the results suggest that price discounts and bonus packs were valued similarly for both low and moderate promotional benefit levels, whereas price discounts were preferred when high promotional benefit levels were employed. |
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