A Benefit Congruency Framework of Sales Promotion Effectiveness
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