haku: @indexterm response rate / yhteensä: 99
viite: 33 / 99
| Tekijä: | Feinberg, R. Eastlick, M. Trappey, C. |
| Otsikko: | Using information overload or decreasing marginal responsiveness to determine "how many catalogs are too many?": it really makes a difference - reply to Ganzach and Or |
| Lehti: | Journal of Direct Marketing
1996 : SPRING, VOL. 10:2, p. 10-12 |
| Asiasana: | DIRECT SELLING INFORMATION RESPONSE RATE |
| Kieli: | eng |
| Tiivistelmä: | How many catalogs are too many? In a previous article, the authors suggested that the effect of the number of catalogs received on potential for purchase can best be understood by an inverted U polynomial function and described by the research literature on information overload. At some point the number of catalogs received by the consumer leads to lowered purchase potential. In their comment on the authors' article, Ganzach and Ben Or spell out that there is a monolitic curvilinear relationship between the number of catalogs and potential purchase that is best described by the concept of decreasing marginal returns. |
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