Regulatory focus theory has been used to describe and explain a wide range of consumer responses. This goal orientation has been examined both as a chronic difference and a situational variable. Yet, it is unclear how a situational manipulation interacts with the individual's chronic goal...

When should retailers offer promotions with uncertain rewards? The current research investigates this question and finds there are instances when uncertain incentives may seem more attractive than their expected value. For example, a lottery between small and large rewards may even be as...

In this article, the authors offer a methodology to decompose the effects of price promotions into brand switching, stockpiling, and change in consumption by explicitly allowing for consumer heterogeneity in brand preferences and consumption needs. They develop a dynamic structural model of a...