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- W2490398841 abstract "Using Bauer’s (1960) theory of perceived risk and past research, this study hypothesizes that the preference for a joint coupon for complementary products over a coupon for a single brand decreases with the degree of risk perceived by the consumer. Also, higher face values result in greater preference for the joint coupon. Further, the increase in preference with an increase in coupon face value is positively related to the degree of risk perceived by the consumer in purchasing the two brands. Hypotheses are based on the premise that the degree of risk perceived by the consumer is higher for occasional buyers of a brand than for regular buyers of a brand." @default.
- W2490398841 created "2016-08-23" @default.
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- W2490398841 date "2014-12-13" @default.
- W2490398841 modified "2023-09-27" @default.
- W2490398841 title "The Effect of Regularity of Purchasing and Coupon Face Value on Preference for Joint Coupons: A Perceived Risk Approach" @default.
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- W2490398841 doi "https://doi.org/10.1007/978-3-319-13141-2_114" @default.
- W2490398841 hasPublicationYear "2014" @default.
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