| How consumers respond to the behavior of missing a free gift promotion: inaction inertia effect on products offered as free gifts. | |
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MedLine Citation:
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PMID: 21675187 Owner: NLM Status: In-Process |
Abstract/OtherAbstract:
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Inaction inertia describes the phenomenon that an individual is unlikely to act on an attractive opportunity after having bypassed an even more attractive one. The results of two experiments indicate that after missing an initial opportunity to obtain a product as a free gift during a promotional period, the inaction inertia effect reduces the likelihood of consumers buying the product at a discounted price (second, inferior opportunity), particularly if the free gift has a high regular price. Additionally, according to the results of Experiment 2, those consumers are less likely to buy a product that has been offered previously as a free gift when a greater total quantity of the free gift is offered during a promotional period. Moreover, the mediation analysis results indicate that anticipated regret and valuation significantly impact the mediating role of inaction inertia. |
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Authors:
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Tsung-Chi Liu; Ti Cheng; Feng-Yu Ni |
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Publication Detail:
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Type: Journal Article |
Journal Detail:
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Title: The Journal of social psychology Volume: 151 ISSN: 0022-4545 ISO Abbreviation: J Soc Psychol Publication Date: 2011 May-Jun |
Date Detail:
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Created Date: 2011-06-15 Completed Date: - Revised Date: - |
Medline Journal Info:
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Nlm Unique ID: 0376372 Medline TA: J Soc Psychol Country: United States |
Other Details:
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Languages: eng Pagination: 361-81 Citation Subset: IM |
Affiliation:
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Department of Business Administration, National Cheng Kung University, Tainan, Taiwan. |
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From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine
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