000			00959npc a2200169Ia 4500
008			140613s2013 xx 000 0 und d
060			_a658.8
100			_aLARAN, JULIANO
245		3	_aAn invesigation of the effectiveness of uncertainty in marketing promotions involving free gifts
260			_c2013
300			_a112-123
520			_aThe 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			_aMARKETING
700			_aTSIROS, MICHAEL
773			_oP14947 _nM _927731 _011181 _tJOURNAL OF MARKETING
942			_2ddc _cARTCL
999			_c11978 _d11978