Does sales promotion proneness influence consumers' willingness to switch from price to non-price promotions
The objective of this research is to investigate the differences between consumers who are more or less prone to in-store sales promotions and to different types of sales promotion (price and non-price) and to examine the degree to which prize size in non-price sales promotions can overcome the reported pronenesses.
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The 14th Biennial World Marketing Congress. Marketing in Transition:Scarcity, Globalism, & Sustainability, 2009