An invesigation of the effectiveness of uncertainty in marketing promotions involving free gifts (Record no. 11978)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 00959npc a2200169Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2013 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.8 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | LARAN, JULIANO |
| 245 #3 - TITLE STATEMENT | |
| Title | An invesigation of the effectiveness of uncertainty in marketing promotions involving free gifts |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2013 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 112-123 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The authors provide a framework to predict when uncertainty will have a beneficial or detrimental impact on marketing promotions involving free gifts. Whereas uncertainty decreases purchase likeihood when the decision is cognitive, it increases purchase likelihood when the decision is affective. Using field and laboratory studies, the authors demonstrate that when the decision involves affect, people like to be surprised and appreciate uncertainty in the purchase process. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | MARKETING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | TSIROS, MICHAEL |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14947 |
| Note | M |
| Host Itemnumber | 27731 |
| Host Biblionumber | 11181 |
| Title | JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.