That I can wait: The effect of promotion framing on consumer preferences
Sales managers often struggle to create effective combinations of promotion framing and promotion reward timing. However, whether gain-framing (vs. loss-reduction framing) promotions are better suited to be combined with immediate or delayed promotions remains an open question. In three studies, we...
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| Veröffentlicht in: | International journal of market research 2024-07, Vol.66 (4), p.496-515 |
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| Hauptverfasser: | , , , |
| Format: | Artikel |
| Sprache: | eng |
| Online-Zugang: | Volltext |
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