Zhang, Z. John; Krishna, Aradhna; Dhar, Sanjay K. - In: Management Science 46 (2000) 3, pp. 348-362
We examine the key factors that influence a firm's decision whether to use front-loaded or rear-loaded incentives. When using price packs, direct mail coupons, FSI coupons or peel-off coupons, consumers obtain an immediate benefit upon purchase or a front-loaded incentive. However, when buying...