Marketing
When 15% Off Plus 10% Off Is More Than 30% Off: Multiple-Discount Promotions Are Preferred To
In a recent article by Chen and Rao (2007), the authors demonstrated that consumers appear to prefer multiple-discount (MD) promotions over single-discount (SD) promotions. For example, consumers Read More »
Social Media Monetization Policy In Nigeria: Increasing Consumer Engagement In Digital Marketing
A key component of digital marketing today is social media monetization, which helps businesses and content creators to make money while increasing customer interaction and product branding. Targeted Read More »
Author: Eyeregba Equitozia May, David Oyewumi-Taiwo Oyekunle, Ugochukwu Okwudili Matthew, Eboesomi Esther Bunmi, Williams Ogochukwu Ugbomeh
Contributor: eb™ Research Team
Prominence Versus Dominance: How Relationships Between Alternatives Drive Decision Strategy And
This article argues that the structure of a choice set can influence the extent to which consumers weight a given attribute. The results of seven experiments suggest that the relationship between Read More »
The Impact Of Sequence Disruptions On Order Effects In Choice: A Script Theoretical Perspective
Consumer choices are typically presented in a sequence, and the presentation order has been observed to have an effect on choice where items first (primacy effect) and last (recency effect) in the Read More »
Is A Picture Always Worth A Thousand Words? Attention To Structural Elements Of EWOM For Consumer
Consumer attention has long been known to influence evaluations of, and responses to, advertising stimuli in meaningful ways (e.g., Krugman, 1971; Morrison & Dainoff, 1972). Indeed, behavioral Read More »
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