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Keywords: Preference
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Journal Articles
Framing a promotional offer as free-with-purchase or as a bundle? The perspective of information salience
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2020) 38 (4): 495–507.
Published: 07 February 2020
...Hsuan-Hsuan Ku; Szu-Han Wang; Hao-Wei Chiang Purpose Based on the concept of information salience, the research investigates the factors that might drive potential differences in consumers' preferences between offers framed as free with purchase or as a bundle. Design/methodology/approach Four...
