Результаты исследований: Научные публикации в периодических изданиях › статья в журнале по материалам конференции › Рецензирование
Using a narrative in sales promotions : An online vignette study. / Golovacheva, Ksenia; Muravskii, Daniil; Smirnova, Maria; Muravskaia, Snezhana.
в: CEUR Workshop Proceedings, Том 2637, 2020, стр. 72-81.Результаты исследований: Научные публикации в периодических изданиях › статья в журнале по материалам конференции › Рецензирование
}
TY - JOUR
T1 - Using a narrative in sales promotions
T2 - 4th International GamiFIN Conference, GamiFIN 2020
AU - Golovacheva, Ksenia
AU - Muravskii, Daniil
AU - Smirnova, Maria
AU - Muravskaia, Snezhana
N1 - Publisher Copyright: Copyright © 2020 for this paper by its authors. Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0). Copyright: Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020
Y1 - 2020
N2 - This paper examines how using a narrative in premium-based sales promotions influences consumers' evaluation of and willingness to participate in such promotions. The results of online survey-based experiment support the notion that using a narrative may be considered as a valid tool to improve consumer response to premium-based sales promotions. In particular, the study shows that communicating a sales promotion in the form of a story increases hedonic and utilitarian value which in turn positively influences premium attractiveness and willingness to participate.
AB - This paper examines how using a narrative in premium-based sales promotions influences consumers' evaluation of and willingness to participate in such promotions. The results of online survey-based experiment support the notion that using a narrative may be considered as a valid tool to improve consumer response to premium-based sales promotions. In particular, the study shows that communicating a sales promotion in the form of a story increases hedonic and utilitarian value which in turn positively influences premium attractiveness and willingness to participate.
KW - Gamification
KW - Grocery retailing
KW - Narrative
KW - Premium attractiveness
KW - Premium-based sales promotions
UR - http://www.scopus.com/inward/record.url?scp=85090427734&partnerID=8YFLogxK
UR - http://ceur-ws.org/Vol-2637/paper8.pdf
UR - http://ceur-ws.org/Vol-2637/
M3 - Conference article
AN - SCOPUS:85090427734
VL - 2637
SP - 72
EP - 81
JO - CEUR Workshop Proceedings
JF - CEUR Workshop Proceedings
SN - 1613-0073
Y2 - 1 April 2020 through 3 April 2020
ER -
ID: 70419917