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Premiums. Forgotten by Theory
Journal of Marketing
Vol. 35, No. 2 (Apr., 1971), pp. 26-34
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249913
Page Count: 9
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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.
Journal of Marketing © 1971 American Marketing Association