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How to attract customers by giving them the short end of the stick
It has long been known that a consumer will be unhappy if he or she realizes that someone else got a better deal-that is, when the consumer believes that he or she got the short end of the stick. However, this article shows that there are times when such a targeted promotion can lead nontargeted consumers to be attracted to products even though the targeted group reaps the benefits of the promotion. In five experiments, the authors document several conditions under which a targeted promotion makes a product attractive to a nontargeted audience. In all the experimental conditions (except for the control), one of the stores offers a promotion for a specific customer group that excludes the respondents, thus giving them the short end of the stick. The authors show that consumers are attracted by the seller's effort to cater to discerning buyers only when quality is made salient. The authors believe that these findings could be applied to several promotional situations, including free shipping for inspection, promotions to knowledgeable investors to attract uncertain novices to buy difficult-to-evaluate financial services, or even product placement decisions.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Sales promotions studies Target markets |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |