The influence of redemption time frame on responses to incentives |
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Authors: | Michelle L. Roehm,Harper A. Roehm Suffix" >Jr. |
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Affiliation: | (1) Schools of Business, Wake Forest University, P.O. Box 7659, Winston-Salem, NC 27109, USA;(2) Bryan School of Business and Economics, University of North Carolina ∼ Greensboro, 376 Bryan Building, Greensboro, NC 27492, USA |
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Abstract: | In the present research, Construal Level Theory is used to predict that consumers will mentally characterize incentive offers differently as a function of their redemption time frames. Data from two experiments indicate that concrete features, such as the face value of an offer or its mode of presentation (as a dollar figure or as a percentage discount), are prominent for incentives with short time frames but not for incentives with long ones. In the latter case, abstract features, such as the incentive’s goal congruity or fit with personal values, are more likely to influence responses. |
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