Changing consumers’ minds at the point of sale: price discounts vs. in-store advertising
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DOI: 10.1007/s11002-020-09512-0
Abstract: Point-of-sale (POS) promotions are increasingly relevant for manufacturers, with substantial impacts on shoppers’ decision-making in competitive environments. To provide new guidelines for effectively using such promotions, this article distinguishes POS activities that provide an incentive… read more here.
Keywords: consumers minds; changing consumers; price; store advertising ... See more keywords