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| Author: | Dhar, S. Gonzalez-Vallejo, C. Soman, D. |
| Title: | Brand promotions as a lottery |
| Journal: | Marketing Letters
1995 : JUL, VOL. 6:3, p. 221-234 |
| Index terms: | PROMOTION PRICES DECISION MAKING |
| Language: | eng |
| Abstract: | This paper shows that imprecisely stated discounts in brand promotions offered in the form of a low-probability lottery can lead to higher sales (purchase intentions) and consequently profits that equally costly conventional promotions offering a precise discount on the entire stock. Results from two different experimental studies support these findings. For high-probability lottery-like promotions, imprecise discounts lead to a lower performance for the brand than conventional promotions. |
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