The Effects of Trial and Incentives on Repeat Purchase Behavior

Scott, Carol A.

doi:10.1177/002224377601300307

Cited by 101 publications

(44 citation statements)

References 37 publications

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“…Two recent papers considered promotions from the point of view of self perception theory. Scott (1976) found weak repeat behavior in response to a number of different one-time incentives, although some (a discounted trial) did better than others (free trial, free trial plus premium). From a behavioral learning perspective the results are also weak, but serve as a case to support the notion presented earlier that shaping procedures are generally poorly used.…”

Section: A Review Of Some Promotions Literaturementioning

confidence: 93%

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Behavioral Learning Theory: Its Relevance to Marketing and Promotions

Rothschild

Gaidis

1981

Journal of Marketing

192

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Behavioral learning theory has been generally overlooked in the development of marketing thought. The central concept states that behavior that is positively reinforced is more likely to recur than nonreinforced behavior. This runs parallel to the marketing concept and may be a sufficient model for dealing with most low involvement purchase situations. Its greatest value may be in the development of promotional strategies. This paper extends some of the ideas presented in an earlier paper in this journal.

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Section: A Review Of Some Promotions Literaturementioning

confidence: 93%

“…Poor (Scott 1976)-Free trial did not help Good (Dodson, Tybout, Sternthal 1978), Led to repeat purchase…”

Section: Self Perception Theorymentioning

confidence: 99%

Behavioral Learning Theory: Its Relevance to Marketing and Promotions

Rothschild

Gaidis

1981

Journal of Marketing

192

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“…Evidence supporting or disputing these theories is scanty. A number of published articles support the observation that people who buy a brand on a deal (not necessarily a coupon) are less likely than people who buy the same brand at the regular price to repurchase the brand once the deal is removed (Guadagni & Little, 1983;Jones & Zufryden 1981;Lawrence, 1969;Scott, 1976). Shoemaker and Shoaf (1977), for instance, analyzed three sequential purchases of households.…”

Section: H4mentioning

confidence: 99%

Coupon characteristics and brand choice

Chakraborty

Cole

1991

Psychology and Marketing

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The effects of coupons on brand choice and repurchase behavior were examined in a laboratory panel experiment. Each of the 122 consumers purchased a candy bar on 10 different occasions; on the seventh purchase occasion, each consumer received an announcement of a new candy bar and one of four versions of a coupon. Results showed that whether or not a consumer will use a coupon depends on the size of the coupon offer, how easily the consumer can redeem the offer, how brand loyal the consumer is, and whether or not the consumer is deal prone. We also found, after statistically adjusting for our censored sample, that loyalty and coupon Characteristics influence whether or not a consumer will continue to purchase a formerly discounted brand. Information aggregation theory (Tybout & Scott, 1983) explains better than attribution theory how the coupon affects repurchase decisions.

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“…In addition, given the processes proposed in self-perception theory, high-value extrinsic motivators undermine intrinsic motivation to a greater extent than do low-value extrinsic motivators. Two studies have found support for the self-perception theory prediction that the size of the extrinsic motivator influences repeat purchase probabilities (Dodson, Tybout, & Sternthal, 1978;Scott, 1976).…”

Section: Self-perception Theorymentioning

confidence: 99%

Increasing repurchase rates: A reappraisal of coupon effects

Graham

1994

Psychology and Marketing

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One criticism of the use of sales promotions, particularly couponing efforts, is that they may contribute to the deterioration of a brand's consumer franchise. A consumer may be less inclined to repurchase a couponed brand than a brand bought without a coupon. Cognitive evaluation theory is used as a means of further understanding this phenomenon, and a study is conducted to testspecific hypotheses derived from the application of this theory. As hypothesized, this study presents evidence that allowing coupon users to choose between two defferent deals on the same brand may increased the repurchase rates of the couponed brand. © 1994 John Wiley & Sons, Inc.

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The Effects of Trial and Incentives on Repeat Purchase Behavior

Cited by 101 publications

References 37 publications

Behavioral Learning Theory: Its Relevance to Marketing and Promotions

Behavioral Learning Theory: Its Relevance to Marketing and Promotions

Coupon characteristics and brand choice

Increasing repurchase rates: A reappraisal of coupon effects

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