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Full-Text Articles in Business
Un/Re/Doing Gender In Consumer Research: In Conversation With Pauline Maclaran, Lisa Peñaloza, And Craig Thompson, Jenna M. Drenten, Pauline Maclaran, Lisa Peñaloza, Craig J. Thompson
Un/Re/Doing Gender In Consumer Research: In Conversation With Pauline Maclaran, Lisa Peñaloza, And Craig Thompson, Jenna M. Drenten, Pauline Maclaran, Lisa Peñaloza, Craig J. Thompson
School of Business: Faculty Publications and Other Works
This article documents a panel conversation with three exceptional scholars in the domain of gender and consumer research— Pauline Maclaran, Lisa Peñaloza, and Craig Thompson. The panel was moderated by Jenna Drenten.
Isolating Price Promotions: The Influence Of Promotional Timing On Promotion Redemption, Daniel Sheehan, Koert Van Ittersum
Isolating Price Promotions: The Influence Of Promotional Timing On Promotion Redemption, Daniel Sheehan, Koert Van Ittersum
Marketing & Supply Chain Faculty Publications
This research investigates how the timing of the promotional encounter, whether consumers encounter a promotion in isolation or at the moment of choice alongside other products, influences how consumers evaluate and redeem a promotional offer. Three studies demonstrate that isolated promotions for premium brands are more effective than traditional shelf promotions in persuading consumers to purchase the promoted product as these promotions alter how consumers evaluate and justify purchasing the promoted products. Specifically, isolated promotions lead consumers to focus relatively less on the price of the promoted product compared to its quality. This reduced focus on price assuages the negative …