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Your mileage may vary: Managing untargeted consumers’ reactions to promotions
16 references·3 citing·51 second hop
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References

  • 1994The Commitment-Trust Theory of Relationship Marketing22,337 cited
  • 2025Advances in Consumer Research13,264 cited
  • 1965Inequity In Social Exchange10,813 cited
  • 2006The Effect of Word of Mouth on Sales: Online Book Reviews5,993 cited
  • 2000ERC: A Theory of Equity, Reciprocity, and Competition5,396 cited
  • 1985Influence : science and practice3,573 cited
  • 2010Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics2,366 cited
  • 2001Consumers' Need for Uniqueness: Scale Development and Validation1,789 cited
  • 1995Relationship Marketing in Consumer Markets: Antecedents and Consequences1,757 cited
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871 cited
  • 1986Determinants of perceived fairness of performance evaluations.855 cited
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    • 2018Benefitting a few at the expense of many? Exclusive promotions and their impact on untargeted customers38 cited
    • 2019Let’s Make a “Deal”: How Deal Collectives Coproduce Unintended Value from Sales Promotions17 cited
    • 2021Understanding the impact of recipient identification and discount structure on social coupon sharing: The role of altruism and market mavenism17 cited