Table of contents
Consumer perceptions of bonus packs: an exploratory analysis
Beng Soo Ong, Foo Nin Ho, Carolyn TrippPresents an account of a study which examined consumer perceptions of bonus pack offers. A bonus pack is a manufacturer’s sales promotion technique of giving the buyer an extra…
Sun‐sign astrology in market segmentation: an empirical investigation
Vincent‐Wayne Mitchell, Sarah HaggettDemographic segmentation variables are cheap and easy to measure, while psychographic variables are more expensive and harder to measure, but can provide more insight into…
Spousal influence in consumer decisions: a study of cultural assimilation
Gopala GaneshSpousal influence in the decision‐making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however…
Anger, catharsis, and purchasing behavior following aggressive customer complaints
Roger BennettThis study employed the responses of 237 subjects to questions regarding the emotions they experienced while complaining about products or organizations to test a neo‐Freudian…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel