Demographics in Sales Promotion Proneness: A Socio-Cultural Approach
ADVANCES IN CONSUMER RESEARCH VOL XXXIV, pp. 288-+, 2007.
We investigate the impact of demographics (i.e., income, education, and gender) on promotion proneness and provide sociocultural explanations why certain demographic groups are more promotion prone. Shopping is a domain where consumers accumulate their expertise and skills. To be deal prone requires not only the motivation for monetary sa...More
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