1992/11/01 by Robert M. Schindler
paper · doi:10.1002/mar.4220090603
Abstract To maximize consumer response to a price promotion, the manager needs to identify characteristics of the promotion that are critical to its effectiveness. This article describes a technique for doing this and applies the technique to an analysis of cents‐off coupons. The result is an exploration of some of the characteristics of coupons, beyond their offer of a low price, that lead to their ability to influence brand trial.