Promotional program effectiveness relies on its design. We examine the design of a new promotional program observed in the retail industry, called a collectible free gift program, in which
This study examines effects of consumers’ mood and deal proneness on purchase intentions for price promotions with different saving formats. For less deal prone consumers, positive mood and “%
Media multitasking is a new consumption context that affects the way advertising stimuli are processed and evaluated. In two studies, we explore the effects of media multitasking contexts involving a
The authors of this paper propose a hierarchy of effects model to study how corporate social responsibility associations impact customer affective and conative responses in the crisis context of the
Although that managers may not intend to act unethically, situations can arise in which consumers interpret ordinary business decisions as a CSR violation. Research so far only focused on the direct