Premiums—Forgotten by Theory
Open Access
- 1 April 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 35 (2) , 26-34
- https://doi.org/10.1177/002224297103500206
Abstract
Marketing theory has not focused much attention on the use of premiums. This article attempts to define and identify elements of behavioral theory relevant to the problem of premium effects. An experimental premium offer was utilized with Stockholm housewives to produce the intriguing results presented in this study.Keywords
This publication has 0 references indexed in Scilit: