Premiums. Forgotten by Theory

Carl-Magnus Seipel

23 citations0/0 files storedJournal of Marketing

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Decision-Making and Behavioral Economics

Abstract

Marketing theory has not focused much attention on the use of premiums. This article attempts to define and identify elements of behavioral theory relevant to the problem of premium effects. An experimental premium offer was utilized with Stockholm housewives to produce the intriguing results presented in this study.

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