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How Promotions Work

1995; Institute for Operations Research and the Management Sciences; Volume: 14; Issue: 3_supplement Linguagem: Inglês

10.1287/mksc.14.3.g122

1526-548X

Robert C. Blattberg, Richard A. Briesch, Edward J. Fox,

Decision-Making and Behavioral Economics

By synthesizing findings across the sales promotion literature, this article helps the reader understand how promotions work. We identify and explain empirical generalizations related to sales promotion; that is, effects that have been found consistently in multiple studies involving different researchers. We also identify issues which have generated conflicting findings in the research, as well as important sales promotion topics that have not yet been studied. This overview of the research and findings from the sales promotion literature is intended to offer direction for future research in the area.