search query: @author Graham, J. / total: 8
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| Author: | Graham, J. |
| Title: | Increasing repurchase rates: a reappraisal of coupon effects |
| Journal: | Psychology & Marketing
1994 : NOV/DEC, VOL. 11:6, p. 533-547 |
| Index terms: | PSYCHOLOGY THEORIES PURCHASING |
| Language: | eng |
| Abstract: | One criticism of the use of sales promotions, particularly couponing efforts, is that they may contribute to the deterioration of a brand's consumer franchise. A consumer may be less inclined to repurchase a couponed brand than a brand bought without a coupon. Cognitive evaluation theory is used as a means of further understanding this phenomenon, and a study is conducted to test specific hypotheses derived from the application of this theory. |
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