Deal Proneness and Heavy Usage: Merging Two Market Segmentation Criteria

Hackleman, Edwin C.; Duker, Jacob M.

doi:10.1177/009207038000800402

Cited by 17 publications

(18 citation statements)

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“…Since heavy users of consumer products have been found to be more likely to make purchases when offered some kind of deal (Frank, 1968;Hackleman and Duker, 1980), low levels of 'loyalty' among heavy spending rail-trail visitors could perhaps also be counteracted by offering them discount deals. However, such a strategy should be attempted only if further research can document that heavy spenders are receptive to such deals despite their relatively high incomes.…”

Section: Conclusion and Suggestions For Further Researchmentioning

confidence: 99%

Segmenting special interest visitors to a destination region based on the volume of their expenditures: an application to rail-trail users

Spencer

2010

Journal of Vacation Marketing

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Various general tourist markets have been successfully segmented based on the volume of tourists' expenditures in destination areas. However, the approach has been rarely employed in more narrowly defined 'special interest' tourist markets. This study tested the viability of expenditure-based segmentation in the case of a special interest market comprised of visitors to a rail-trail in the Black Hills of South Dakota, USA. Nonresident visitors were classified as light, medium, and heavy spenders based on their total expenditures in the region. Although heavy spenders comprised only 33% of the Trail's market, their spending accounted for 65% of the expenditures of the market as a whole. Compared to their counterparts, heavy spenders were more likely to have been mountain biking aficionados, to have had higher incomes, and to have had longer lengths of stay and greater involvement with recreation in the study region. Findings suggest how heavy spenders can be successfully reached, attracted, and served.

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Section: Conclusion and Suggestions For Further Researchmentioning

confidence: 99%

Segmenting special interest visitors to a destination region based on the volume of their expenditures: an application to rail-trail users

Spencer

2010

Journal of Vacation Marketing

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“…Research has identified a class of people, the "deal prone," who are significantly more likely to respond to promotional offers simply because incentives (referred to in the relevant literature as "deals") are attached (Hackleman and Duker, 1980;Price, Feick, and Guskey-Federouch, 1988). Thus, a deal prone person is someone who responds to promotions predominantly because they are in "deal form" (Lichtenstein, Netemeyer, and Burton, 1990, p. 56).…”

Section: Deal Pronenessmentioning

confidence: 99%

“…Thus, a deal prone person is someone who responds to promotions predominantly because they are in "deal form" (Lichtenstein, Netemeyer, and Burton, 1990, p. 56). The individual concerned is likely to find a deal impossible to refuse (Hackleman and Duker, 1980). Indeed, according to Thaler (1983), the purchased item might actually be more expensive than competing brands and possibly will never be used.…”

Section: Deal Pronenessmentioning

confidence: 99%

Giving to the Giver: Can Charities Use Premium Incentives to Stimulate Donations?

Bennett

2007

Journal of Promotion Management

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A projective role-playing research technique was applied that simulated 3 situations wherein a hypothetical person was presented with an incentive to donate to a charity. Participants were then asked (i) to state what they believed this hypothetical person should do, and (ii) to complete a questionnaire concerning some of their personal characteristics and tendencies (e.g., deal proneness, relationship proneness, need for social recognition, and personal involvement with the act of giving to charity). A multinomial logistic regression analysis was completed to predict the participants' responses on the basis of the abovementioned personality traits plus certain other variables.

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“…At a more basic level, Lichtenstein, Burton, and Netemeyer (1997) find that deal proneness is positively correlated with impulsiveness and negatively correlated with need for cognition. Research has characterized deal-prone consumers as unable to pass up a product on deal (Hackleman & Duker, 1980), as prone to purchasing items that they don't particularly want or need (Thaler, 1985), and as mindlessly committed to deals (Lichtenstein, Netemeyer, & Burton, 1990). Thus, for deal-prone consumers, promotions may serve as a heuristic by which to limit information processing.…”

Section: Heuristic Processing Of Promotionsmentioning

confidence: 99%

Deal-prone consumers' response to promotion: The effects of relative and absolute promotion value

DelVecchio

2005

Psychol. Mark.

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Increased use of promotions that target different market segments makes the study of consumer characteristics associated with the response to promotions more noteworthy. This article assesses the effect of a common segmentation criterion, consumer deal proneness, on consumers' responses to promotions of more and less relative and absolute value. The results of a pair of experiments indicate that dealprone consumers are sensitive to the value of a promotion relative to other available promotions only in a condition of high absolute dollar savings. The findings help integrate conflicting views of deal proneness into a framework in which deal proneness serves as a heuristic to limit or heighten processing of promotion-related information depending on the promotion environment.

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Deal Proneness and Heavy Usage: Merging Two Market Segmentation Criteria

Cited by 17 publications

References 0 publications

Segmenting special interest visitors to a destination region based on the volume of their expenditures: an application to rail-trail users

Segmenting special interest visitors to a destination region based on the volume of their expenditures: an application to rail-trail users

Giving to the Giver: Can Charities Use Premium Incentives to Stimulate Donations?

Deal-prone consumers' response to promotion: The effects of relative and absolute promotion value

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