Temporal Reframing of Prices and Offer Attractiveness in a Cause-Related Marketing Context

One strategy that pricing research has sought to explain is pennies-a-day, where product costs are expressed as small ongoing expenses. This study tests PAD effect on offer attractiveness in a CRM context. We find that PAD framing has significant impact on attractiveness at low donation amounts but...

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Bibliographic Details
Main Authors: Jaber, Mazen, Niedrich, Ronald W, Weathers, Danny
Format: Conference Proceeding
Language:English
Subjects:
Customer relationship management
Market strategy
Pricing policies
Social marketing
Studies
Online Access:Get full text
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Summary:One strategy that pricing research has sought to explain is pennies-a-day, where product costs are expressed as small ongoing expenses. This study tests PAD effect on offer attractiveness in a CRM context. We find that PAD framing has significant impact on attractiveness at low donation amounts but not high amounts.
ISSN:0098-9258