Anderson, Eric T.; Simester, Duncan I. - In: Marketing Science 20 (2001) 2, pp. 121-142
analysis yields three conclusions. First, sale signs are less effective at increasing demand when more items have them. Second …, total category sales are maximized when some but not all products have sale signs. Third, placing a sale sign on a product … when more products have sale signs. By ruling out alternative hypotheses, the findings suggest that moderation of the sale …