Embedded Premium Promotion: Why It Works and How to Make It More Effective

References

• Ailawadi K. L., Kopalle P. K., Neslin S. A. Predicting competitive response to a major policy change: Combining game-theoretic and empirical analyses. Marketing Sci. (2005) 24(1):12–24Link, Google Scholar
• Allenby G. M., Ginter J. L. Using extremes to design products and segment markets. J. Marketing Res. (1995) 32(November):392–403Crossref, Google Scholar
• Allenby G. M., Arora N., Ginter J. L. On the heterogeneity of demand. J. Marketing Res. (1998) 35(August):384–389Crossref, Google Scholar
• Andreoni J. Impure altruism and donations to public goods—A theory of warm glow giving. Econom. J. (1990) 100:464–477Crossref, Google Scholar
• Andreoni J. Cooperation in public-goods experiments: Kindness or confusion? Amer. Econom. Rev. (1995) 85(4):891–904Google Scholar
• Andreoni J., Miller J. Giving according to GARP: An experimental test of the consistency of preferences for altruism. Econometrica (2002) 70:737–753Crossref, Google Scholar
• Arora N., Allenby G. M. Measuring the influence of individual preference structures in group decision making. J. Marketing Res. (1999) 36(November):476–487Crossref, Google Scholar
• Arora N., Allenby G. M., Ginter J. L. A hierarchical Bayes model of primary and secondary demand. Marketing Sci. (1998) 17(1):29–44Link, Google Scholar
• Baron J. Biases in the quantitative measurement of values for public decisions. Psych. Bull. (1997) 122(1):72–88Crossref, Google Scholar
• Barone M. J., Miyazaki A. D., Taylor K. A. The influence of cause-related marketing on consumer choice: Does one good turn deserve another? J. Acad. Marketing Sci. (2000) 28(2):248–262Crossref, Google Scholar
• Batson C. D., Batson J. G., Slingsby J. K., Harrell K. L., Peekna H. M., Todd R. M. Empathic joy and the empathy-altruism hypothesis. J. Personality Soc. Psych (1991) 61(3):413–426Crossref, Google Scholar
• Bayus B. L., Putsis W. P. Product proliferation: An empirical analysis of product line determinants and market outcomes. Marketing Sci. (1999) 18(2):137–153Link, Google Scholar
• Becker G. S. Altruism, egoism, and genetic fitness: Economics and sociobiology. J. Econom. Literature (1976) 14(3):817–826Google Scholar
• Bell D. R., Chiang J., Padmanabhan V. The decomposition of promotional response: An empirical generalization. Marketing Sci. (1999) 17(2):504–526Link, Google Scholar
• Bendaputi N., Singh S. N., Bendaputi V. Enhancing helping behavior: An integrative framework for promotion planning. J. Marketing (1996) 60(July):33–49Crossref, Google Scholar
• Blattberg R. C., Neslin S. A.Sales Promotion: Concepts, Methods, and Strategies (1990) (Prentice Hall, Englewood Cliffs, NJ) Google Scholar
• Blattberg R. C., Wisniewski K. J. Price-induced patterns of competition. Marketing Sci. (1989) 8(4):291–309Link, Google Scholar
• Blattberg R. C., Briesch R., Fox E. J. How promotions work. Marketing Sci. (1995) 14(3):G122–G132Link, Google Scholar
• Brown T. J., Dacin P. A. The company and the product: Corporate associations and consumer product responses. J. Marketing (1997) 61(January):68–84Crossref, Google Scholar
• Carpenter G. S., Nakamoto K. Consumer preference formation and pioneering advantage. J. Marketing Res. (1989) 26(August):285–298Crossref, Google Scholar
• Chib S., Greenberg E. Understanding the Metropolis-Hastings algorithm. Amer. Statist. (1995) 49(4):327–335Google Scholar
• Cone C. L., Feldman M. A., DaSilva A. T. Causes and effects. Harvard Bus. Rev. (2003) 81(7):95–101Google Scholar
• Cornes R., Sandler T. Easy riders, joint production, and public goods. Econom. J. (1984) 94:580–598Crossref, Google Scholar
• Cornes R., Sandler T. The comparative static properties of the impure public goods model. J. Public Econom. (1994) 54(3):403–421Crossref, Google Scholar
• Darke P. R., Chung C. M. Y. Effects of pricing and promotion on consumer perceptions: It depends on how you frame it. J. Retailing (2005) 81(1):35–47Crossref, Google Scholar
• Drumwright M. E. Company advertising with a social dimension: The role of noneconomic criteria. J. Marketing (1996) 60(October):71–87Crossref, Google Scholar
• Gelfand A. E., Smith A. F. M. Sampling-based approaches to calculating marginal densities. J. Amer. Statist. Assoc. (1990) 85:398–409Crossref, Google Scholar
• Iyer G., Soberman D., Villas-Boas J. M. The targeting of advertising. Marketing Sci. (2005) 24(3):461–476Link, Google Scholar
• Kahneman D., Knetsch J. L. Valuing public goods: The purchase of moral satisfaction. J. Environ. Econom. Management (1992) 22(1):57–95Crossref, Google Scholar
• Keller K. L. Brand synthesis: The multidimensionality of brand knowledge. J. Consumer Res. (2003) 29(March):595–600Crossref, Google Scholar
• Kotchen M. J. Impure public goods and the comparative statics of environmentally friendly consumption. J. Environ. Econom. Management (2005) 49(2):281–300Crossref, Google Scholar
• Lichtenstein D. R., Drumwright M. E., Braig B. M. The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. J. Marketing (2004) 68(October):16–32Crossref, Google Scholar
• McFadden D., Zarembka P. Conditional logit analysis of qualitative choice behaviour. Frontiers in Econometrics (1974) (Academic Press, New York) Google Scholar
• Menon S., Kahn B. E. Corporate sponsorships of philanthropic activities: When do they impact perceptions of sponsor brand? J. Consumer Psych. (2003) 13(3):316–327Crossref, Google Scholar
• Moore D. J., Harris W. D., Chen H. C. Affect intensity: An individual difference response to advertising appeals. J. Consumer Res. (1995) 22(September):154–164Crossref, Google Scholar
• National Center for Charitable Statistics (2003) . NTEE-CC ManualThe Urban Institute, Washington, D.C.Google Scholar
• Neslin S. A.Sales Promotion (2002) (Marketing Science Institute, Cambridge, MA) Relevant Knowledge SeriesCrossref, Google Scholar
• Osterhus T. L. Pro-social consumer influence strategies: When and how do they work? J. Marketing (1997) 61(October):16–29Crossref, Google Scholar
• Palfrey T. R., Prisbrey J. E. Anomalous behavior in public goods experiments, how much and why? Amer. Econom. Rev. (1997) 87(5):829–846Google Scholar
• Park C. W., Jun S. Y., Shocker A. D. Composite branding alliances: An investigation of extension and feedback effects. J. Marketing Res. (1996) 33(November):453–466Crossref, Google Scholar
• Porter M. E., Kramer M. R. The competitive advantage of corporate philanthropy. Harvard Bus. Rev. (2002) 80(12):56–68Google Scholar
• Pracejus J. W., Olsen G. D., Brown N. R. On the prevalence and impact of vague quantifiers in the advertising of cause-related marketing. J. Advertising (2003) 32(4):19–28Crossref, Google Scholar
• Raghubir P., Corfman K. When do price promotions affect pretrial brand evaluations? J. Marketing Res. (1999) 36(May):211–222Crossref, Google Scholar
• Robin D. P., Reidenbach R. E. Social responsibility, ethics, and marketing strategy: Closing the gap between concept and application. J. Marketing (1987) 51(January):44–58Crossref, Google Scholar
• Ross J. K., Patterson L. T., Stutts M. A. Consumer perceptions of organizations that use cause-related marketing. J. Acad. Marketing Sci. (1992) 20(1):93–97Crossref, Google Scholar
• Rossi P. E., McCulloch R. E., Allenby G. M. The value of purchase history data in target marketing. Marketing Sci (1996) 15(4):321–340Link, Google Scholar
• Rothschild M. L. Carrots, sticks, and promises: A conceptual framework for the management of public health and social issue behaviors. J. Marketing (1999) 63(October):24–37Crossref, Google Scholar
• Rust R. T., Ambler T., Carpenter G. S., Kumar V., Srivastava R. K. Measuring marketing productivity: Current knowledge and future directions. J. Marketing (2004) 68(October):76–89Crossref, Google Scholar
• Sen A. Social choice theory: A re-examination. Econometrica (1977) 45(1):53–89Crossref, Google Scholar
• Sen S., Bhattacharya C. B. Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. J. Marketing Res. (2001) 38(May):225–243Crossref, Google Scholar
• Sengupta J., Goodstein R. C., Boninger D. S. All cues are not created equal: Obtaining attitude persistence under low-involvement conditions. J. Consumer Res. (1997) 23(March):351–361Crossref, Google Scholar
• Smith A.Theory of Moral Sentiments ([1759] 1966) (A. M. Kelley, New York) Crossref, Google Scholar
• Smith E. E., Osherson D. N., Ripps L. J., Keane M. Combining prototypes: A selective modification model. Cognitive Sci. (1988) 12(4):485–527Crossref, Google Scholar
• Strahilevitz M. The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. J. Consumer Psych. (1999) 8(3):215–241Crossref, Google Scholar
• Strahilevitz M., Myers J. G. Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. J. Consumer Res. (1998) 24(March):434–446Crossref, Google Scholar
• Sun B. Promotion effect on endogenous consumption. Marketing Sci. (2005) 24(3):430–443Link, Google Scholar
• Van Heerde H. J., Leeflang P. S. H., Wittink D. R. The estimation of pre- and postpromotion dips with store-level scanner data. J. Marketing Res. (2000) 37(August):383–395Crossref, Google Scholar
• Van Heerde H. J., Leeflang P. S. H., Wittink D. R. Decomposing the sales promotion bump with store data. Marketing Sci. (2004) 23(3):317–334Link, Google Scholar
• Varadarajan P. R., Menon A. Cause-related marketing: Coalignment of marketing strategy and corporate philanthropy. J. Marketing (1988) 52(July):58–74Crossref, Google Scholar
• Varian H. R.Microeconomic Analysis (1992) (W. W. Norton, New York) Google Scholar
• Webb D. J., Mohr L. A. A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. J. Public Policy Marketing (1998) 17(2):226–238Crossref, Google Scholar
• Yang S., Allenby G. M. Modeling interdependent consumer preferences. J. Marketing Res. (2003) 40(August):282–294Crossref, Google Scholar