Sales Promotion Wars |
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Abstract: | Manufacturers and retailers, both independently and collectively, offer sales promotions to consumers. When faced with a sales promotion, to whom does a consumer ascribe causality for any satisfaction derived from the promotion? This article introduces attribution theory to explain why a consumer may (or may not) engage in athibutional processing in response to a sales promotion, the nature of that attributional process, and strategies that manufac- turers and retailers may use to influence attributional processing. A model of consumer attributions of sales promotions is offered. |
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