Attitudinal Effects of Retarction of Direct Consumer Premium Promotions

摘要

The author presents the research rationale and hypotheses, and briefly discusses preliminary findings from two exploratory repeated-measures-experiments. These experiments are part of the pretest phase of an ongoing series of studies that examine the attitudinal effects of direct consumer preimum promotions in promotion and postpromotion time periods. The basic issue that these studies address is: if direct consumer premiums influence individuals' attitudes toward promoted products in promotion time periods, do certain direct consumer premiums continue to stimulate delayed attitudinal effects in postpromotion time periods? A key finding from boh pretest experiments is that higher-complementary linkage direct consumer preimums stimulate more enduring attitudinal effects in extended postromotion time periods than lower-complementary linkage direct consumer premiums.