Predicting premium proneness

Gerard P PRENDERGAST, Alex S L TSANG, Derek T.Y. Poon, Ting Yan Fan

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)

Abstract

A premium is a free gift offered to consumers when they purchase a product, and marketers in many product categories are using them as a sales promotional tool. That consumers should be prone to buying products with premiums, therefore, is of obvious importance to marketers. This study investigated deal proneness, compulsive-buying tendency, time pressure, and variety-seeking tendency as predictors of premium proneness. The results of a survey with a sample of consumers suggest that all the factors, except time pressure, predict premium proneness. Recommendations are made for marketers regarding how to capitalize on these drivers of premium proneness in order to maximize the marketing impact of their premium-based promotions.
Original languageEnglish
Pages (from-to)287-296
Number of pages10
JournalJournal of Advertising Research
Volume48
Issue number2
DOIs
Publication statusPublished - 1 Jun 2008

Scopus Subject Areas

  • Communication
  • Marketing

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