Feeling lucky : how framing the target product as a free gift enhances purchase intention
Maggie Wenjing Liu, Chuang Wei, Lu Yang, Hean Tat Keh
| Year of publication: |
2022
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|---|---|
| Authors: | Liu, Maggie Wenjing ; Wei, Chuang ; Yang, Lu ; Keh, Hean Tat |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 39.2022, 2, p. 349-363
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| Subject: | Feeling of luck | Framing | Online retailing | Premium promotion | Targeting | Konsumentenverhalten | Consumer behaviour | Verkaufsförderung | Sales promotion | Online-Handel | Emotion | Einzelhandel | Retail trade | Zielgruppe | Target group | Prospect Theory | Prospect theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2021.07.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013271754