haku: @author Deshpande, R. / yhteensä: 20
viite: 7 / 20
| Tekijä: | Wansink, B. Deshpande, R. |
| Otsikko: | Out of sight, out of mind: pantry stockpiling and brand-usage frequency |
| Lehti: | Marketing Letters
1994 : JAN, VOL. 5:1, p. 91-100 |
| Asiasana: | MARKETING STORAGE METHODOLOGY |
| Kieli: | eng |
| Tiivistelmä: | Both researchers and brand managers have suggested that price promotion-induced stockpiling can increase a household's usage frequency of a product. Empirical findings, however, contradict this relationship. In reconciling this inconsistency, laboratory results reported in this paper suggest that stockpiling may have the greatest effect on a product's usage frequency when usage-related thoughts about the product are highly silent. These results also suggest that when stockpiling stimulates usage frequency, it can do so by increasing perceptions of a product's versatility. |
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