Are monetary savings the only explanation for consumer response to a sales promotion? If not, how do the different consumer benefits of a sales promotion influence its effectiveness? To address the first question, this research builds a framework of the multiple consumer benefits of a sales promotion. Through a series of measurement studies, the authors find that monetary and nonmonetary promotions provide consumers with different … [ Read more ]
Content: Article | Authors: Brian Wansink, Gilles Laurent, Pierre Chandon | Source: INSEAD | Subject: Marketing / Sales
Sales promotions encourage consumers to stockpile. But what happens next? Do consumers accelerate their consumption of these products or simply wait longer before repurchasing? To address these questions, Professors Pierre Chandon and Brian Wansink develop a framework of postpurchase consumption decisions which looks at how we decide when and how much to consume.
Content: Article | Authors: Brian Wansink, Pierre Chandon | Source: INSEAD Knowledge | Subjects: Marketing / Sales, Trends / Analysis