Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. 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.

Can Uncertainty Improve Promotions?

KELLY GOLDSMITH and ON AMIR
Journal of Marketing Research
Vol. 47, No. 6 (December 2010), pp. 1070-1077
Stable URL: http://www.jstor.org/stable/25764547
Page Count: 8
  • Read Online (Free)
  • Download ($24.00)
  • Subscribe ($19.50)
  • Cite this Item
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.
Can Uncertainty Improve Promotions?
Preview not available

Abstract

Many consumer promotions involve uncertainty (e.g., purchase incentives offering the chance to receive one of several rewards). Despite retailers' heavy reliance on such promotions, much academic research on uncertainty has demonstrated examples of consumers avoiding and/or disliking uncertainty, implying that promotions involving uncertainty may not be as effective for retailers as promotions offering certain rewards. In an effort to reconcile the prevalence of uncertain promotions with the existing research, this article explores the conditions under which uncertain promotions may be effective for retailers. The article concludes with a discussion of the theoretical and practical implications for these findings.

Page Thumbnails

  • Thumbnail: Page 
1070
    1070
  • Thumbnail: Page 
1071
    1071
  • Thumbnail: Page 
1072
    1072
  • Thumbnail: Page 
1073
    1073
  • Thumbnail: Page 
1074
    1074
  • Thumbnail: Page 
1075
    1075
  • Thumbnail: Page 
1076
    1076
  • Thumbnail: Page 
1077
    1077