Tis better to give than receive? : how and when gender and residence-based segments predict choice of donation- versus discount-based promotions
Year of publication: |
October 2015
|
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Authors: | Winterich, Karen Page ; Carter, Robert E. ; Barone, Michael J. ; Janakiraman, Ramkumar ; Bezawada, Ram |
Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 25.2015, 4, p. 622-634
|
Subject: | Promotions | Donations | Segmentation | Interdependence | Gender | Residence | Geschlecht | Fundraising | Experiment | Marktsegmentierung | Market segmentation | Konsumentenverhalten | Consumer behaviour |
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