Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions
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Date
2018-03
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Abstract
In the age of the Internet, where marketers can ensure that a promotion is distributed on a specific day, firms increasingly offer promotions around “special days” (e.g., a 31.4% discount for Pi Day on March 14th). This research explores the effectiveness of such special day promotions. Across field and lab studies, we demonstrate that when consumers infer marketers to be creative for offering special day promotions, this inference results in more positive evaluations of the promotion and increased purchase intentions.
Description
Business: 3rd Place (The Ohio State University Edward F. Hayes Graduate Research Forum)
Keywords
marketing, marketplace metacognition, inference-making, promotions