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| Tekijä: | d'Astous, A. Jacob, I. |
| Otsikko: | Understanding consumer reactions to premium-based promotional offers |
| Lehti: | European Journal of Marketing
2002 : VOL. 36:11-12, p. 1270-1286 |
| Asiasana: | Consumer behaviour Marketing Sales promotion |
| Vapaa asiasana: | Premiums |
| Kieli: | eng |
| Tiivistelmä: | This article reports results of a three-study research program whose purpose is to gain a better understanding of consumer reactions to premium-based promotional offers. The first study elaborates and evaluates a comprehensive typology of premium-based promotional offers with respect to its content and predictive validity. The next study explores the semantics that are used by consumers when they are presented with premium promotions and develops a series of research hypotheses from qualitative interviewes with 12 consumers. The final study conducts a survey of 182 adult consumers to test these research hypotheses. |
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