An investigation of consumers' exploratory tendencies as motivators of their responsive behaviour to deals
An understanding of the motivators of consumer deal redemption behaviour is expected to enable marketers to use deals more effectively. In this study, consumers' exploratory tendencies (CET) have been assessed as potential motivators of proneness to eight types of deals, during the purchase of...
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| Format: | Article |
| Language: | English |
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Elsevier
2016-06-01
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| Series: | IIMB Management Review |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S0970389616300179 |