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Keywords: Sequence effect
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Journal Articles
Inaction inertia in online shopping: impact of promotional formats and sequence
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (4): 439–458.
Published: 30 April 2024
... promotion. Originality/value This study reveals the sequence effects of promotional formats, indicating that nonmonetary promotions following monetary ones effectively reduce inaction inertia. A strategically sequenced set of formats enhances consumer recommendations, mitigating inaction inertia...
