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Premiums. Forgotten by Theory

Carl-Magnus Seipel
Journal of Marketing
Vol. 35, No. 2 (Apr., 1971), pp. 26-34
DOI: 10.2307/1249913
Stable URL: http://www.jstor.org/stable/1249913
Page Count: 9
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Premiums. Forgotten by Theory
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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.

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