Predicting premium proneness

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

doi:10.2501/S0021849908080331

Predicting premium proneness

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

Research output: Contribution to journal › Journal article › peer-review

18 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 language	English
Pages (from-to)	287-296
Number of pages	10
Journal	Journal of Advertising Research
Volume	48
Issue number	2
DOIs	https://doi.org/10.2501/S0021849908080331
Publication status	Published - 1 Jun 2008

Scopus Subject Areas

Communication
Marketing

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10.2501/S0021849908080331

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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.",

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AU - PRENDERGAST, Gerard P

AU - TSANG, Alex S L

AU - Poon, Derek T.Y.

AU - Fan, Ting Yan

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Y1 - 2008/6/1

N2 - 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.

AB - 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.

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JO - Journal of Advertising Research

JF - Journal of Advertising Research

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Predicting premium proneness

Abstract

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