Anderson, Eric T.; Simester, Duncan I. - In: Marketing Science 17 (1998) 2, pp. 139-155
Sale signs increase demand. The apparent effectiveness of this simple strategy is surprising; sale signs are …, and as many products, as stores prefer. If stores can place sale signs on any or all of their products, why are they … effective? We offer an explanation for the effectiveness of sale signs by arguing that they inform customers about which …