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ArticleYour mileage may vary: Managing untargeted consumers’ reactions to promotions

Richard A. Gooner2014

Article2014

Your mileage may vary: Managing untargeted consumers’ reactions to promotions

Richard A. Gooner

21 citations·0/0 files stored·Journal of the Academy of Marketing Science

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Digital Marketing and Social Media

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References

1994The Commitment-Trust Theory of Relationship Marketing 2025Advances in Consumer Research 1965Inequity In Social Exchange 2006The Effect of Word of Mouth on Sales: Online Book Reviews 2000ERC: A Theory of Equity, Reciprocity, and Competition 1985Influence : science and practice 2010Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics 2001Consumers' Need for Uniqueness: Scale Development and Validation

Cited by

2018Benefitting a few at the expense of many? Exclusive promotions and their impact on untargeted customers 2019Let’s Make a “Deal”: How Deal Collectives Coproduce Unintended Value from Sales Promotions 2021Understanding the impact of recipient identification and discount structure on social coupon sharing: The role of altruism and market mavenism

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Year2014

Typearticle

Published2014-08-14

VenueJournal of the Academy of Marketing Science

ISSN-L0092-0703

Languageen

Citations21

Files0 public / 0

ShelfConsumer Market Behavior and Pricing

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doi10.1007/s11747-014-0404-7

openalex_workW2002947745

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