Marketing
What Makes A Luxury Brand: The Effect Of Competence And Warmth Cues On Luxury Perception
Luxury, a concept once used to delineate class-oriented exclusivity, appears to becoming increasingly popular and prevalent among today’s mass market consumers. Not only has the size of the global Read More »
When 15% Off Plus 10% Off Is More Than 30% Off: Multiple-Discount Promotions Are Preferred To
In a recent article by Chen and Rao (2007), the authors demonstrated that consumers appear to prefer multiple-discount (MD) promotions over single-discount (SD) promotions. For example, consumers Read More »
Social Media Monetization Policy In Nigeria: Increasing Consumer Engagement In Digital Marketing
A key component of digital marketing today is social media monetization, which helps businesses and content creators to make money while increasing customer interaction and product branding. Targeted Read More »
Author: Eyeregba Equitozia May, David Oyewumi-Taiwo Oyekunle, Ugochukwu Okwudili Matthew, Eboesomi Esther Bunmi, Williams Ogochukwu Ugbomeh
Contributor: eb™ Research Team
Prominence Versus Dominance: How Relationships Between Alternatives Drive Decision Strategy And
This article argues that the structure of a choice set can influence the extent to which consumers weight a given attribute. The results of seven experiments suggest that the relationship between Read More »
The Impact Of Sequence Disruptions On Order Effects In Choice: A Script Theoretical Perspective
Consumer choices are typically presented in a sequence, and the presentation order has been observed to have an effect on choice where items first (primacy effect) and last (recency effect) in the Read More »
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