Abstract
This paper reviews the sales promotion literature on the attitudinal and behavioral effects of direct consumer premiums, and presents research propositions that deserve further attention. Previous research deals primarily with the behavioral effects of monetary promotions (e.g., price-off coupons) in promotion time periods. Nonmonetary promotions and the delayed effects of promotions on individuals' attitudes and behavior toward promoted products in postpromotion time periods have received almost no research attention, but have been the focus of much discussion and disagreement. Direct consumer premiums (also referred to as package-related, free-premiums) are a key element in the nonmonetary sales promotion mix of U.S. packaged goods manufacturers. Most promotion researchers agree that premiums can stimulate favorable effects in promotion time periods. However, there is disagreement as to how promotion time period gains influence postpromotion attitudes and behavior toward promoted products. Many researchers have proposed that premium promotions have unfavorable delayed effects which lead to decreased probabilities of product selection in postpromotion time periods. Other researchers have suggested that premium promotions have little, or no, long-term effects on attitudes and behavior in postpromotion time periods. Finally, some researchers have argued that premium promotions lead to increased probabilities of product selection in postpromotion time periods.
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© 2015 The Academy of Marketing Science
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Jones, J.M. (2015). Research Propositions for Examining the Effects of Direct Consumer Premiums. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_100
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DOI: https://doi.org/10.1007/978-3-319-13159-7_100
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