Individual Differences in Response to Consumer Promotions
This research hypothesizes important individual differences in response to promotions and tests for them using a cross-sectional multinomial logit choice model. Our hypotheses suggest interactions between individual brand preference and the effects of current promotion and past promotional purchase....
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1991
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1613 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2612/viewcontent/Individual_differences_consumer_1991_afv.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
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