The Impact of Certain and Uncertain Store Promotions on the Decision-Making Process in Product Choices

• Main Authors: CHEN, Cathy Yi, Zhang, Shi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2006
• Subjects: Advertising and Promotion Management; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1285; https://www.acrwebsite.org/volumes/12268/volumes/v33/NA-33
• Institution: Singapore Management University

This article reports on the impact of store promotions on a consumer's decision-making process concerning product choices. The author discusses various reports that support the claim that store promotions presented at the beginning of a consumer's shopping trip influence the consumer'...