The relationship between FSI advertising style and coupon redemption

Autor:	Harper A. Roehm, Michelle L. Roehm
Rok vydání:	2007
Předmět:	Marketing Economics and Econometrics Matching (statistics) Advertising Business Coupon Business and International Management Tone (literature) Style (sociolinguistics)
Zdroj:	Marketing Letters. 18:237-247
ISSN:	1573-059X 0923-0645
Popis:	We investigate the relationship between free-standing insert advertising style and coupon redemption. Results from two experiments indicate that the propensity to clip a coupon can be enhanced by matching ad tone (emotional vs rational) to the nature of a consumer’s primary motivation with respect to coupon usage. Moreover, this result appears to hold for consumers with both procoupon and anticoupon inclinations.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e5b0748c0935c458a8a7b62fe9bf8727 https://doi.org/10.1007/s11002-007-9015-0 Zobrazit plný text záznamu Plný text ve formátu PDF