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- W2060887779 abstract "Abstract Managers often try to gain repeat purchases by using delayed incentives such as bounce-back coupons or continuity programs that require consumers to make multiple or long-run purchases to receive the incentive's reward. Yet, given a choice, consumers presumably would rather receive their rewards sooner, than later. We used choice scenarios in a study to identify tactics that likely result in consumers' preferences for incentive offers delayed in time over competitors' offers whose rewards are realized immediately. The results suggest that offering a delayed incentive that has a higher face value than competitors' immediate incentives may result in consumers choosing the delayed reward. Additionally, framing the incentives as gains appears to be more effective at acquiring consumers' choice than framing them as reduced losses. Finally, some limited findings indicate that targeting delayed incentive programs toward consumer segments high in future time orientation may be effective at gaining choice..." @default.
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- W2060887779 date "1997-01-22" @default.
- W2060887779 modified "2023-09-25" @default.
- W2060887779 title "Tactics to Enhance the Effectiveness of Delayed Incentive Offerings in a Competitive Environment" @default.
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- W2060887779 doi "https://doi.org/10.1300/j057v04n01_04" @default.
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