The Effects of Trial and Incentives on Repeat Purchase Behavior
Open Access
- 1 August 1976
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 13 (3) , 263-269
- https://doi.org/10.1177/002224377601300307
Abstract
Although relatively under-researched, behavioral influence strategies commonly are used by marketers to modify consumer demand. Reported here are the results of a field experiment which tested the effectiveness of trial and incentive behavioral influence strategies. The efficacy of using self-perception theory to explain and predict behavior is assessed.Keywords
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