haku: @author Ganzach, Y. / yhteensä: 4
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| Tekijä: | Ganzach, Y. Ben-Or, P. |
| Otsikko: | Information overload, decreasing marginal responsiveness, and the estimation of nonmonotonic relationships in direct marketing |
| Lehti: | Journal of Direct Marketing
1996 : SPRING, VOL. 10:2, p. 7-9 |
| Asiasana: | DIRECT SELLING INFORMATION ESTIMATION |
| Kieli: | eng |
| Tiivistelmä: | The paper examines the Eastlick, Feinberg, and Trappey study concerning the relationship between the number of catalogs received by consumers and their purchases by direct mail. The authors question the validity of their conclusion that there is a nonmonotonic inverse U-shaped relationship between these two variables, and their explanation that this relationship is associated with information overload. The authors suggest a parsimonious explanation which attributes the results to decreasing marginal responsiveness to direct mail offers. |
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