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- catalog abstract "To increase transaction compliance, marketers sometimes reframe the cost of a product from a lump sum to a small ongoing expense, in spite of actual payments remaining aggregated. Referred to here as the Pennies-a-Day (PAD) strategy, the author posits a two-step choice process of (1) categorization and (2) evaluation to explain the effectiveness of this strategy. In three laboratory studies, general support for PAD effectiveness and specific support for this proposed process are provided. Additionally, these studies show PAD effectiveness to be limited by the monetary size of the PAD transaction and by the consumption nature of the offered product.".
- catalog contributor b8947750.
- catalog created "1996 [i.e. 1995].".
- catalog date "1995".
- catalog date "1996 [i.e. 1995].".
- catalog dateCopyrighted "1996 [i.e. 1995].".
- catalog description "Includes bibliographical references (p. 32-33).".
- catalog description "To increase transaction compliance, marketers sometimes reframe the cost of a product from a lump sum to a small ongoing expense, in spite of actual payments remaining aggregated. Referred to here as the Pennies-a-Day (PAD) strategy, the author posits a two-step choice process of (1) categorization and (2) evaluation to explain the effectiveness of this strategy. In three laboratory studies, general support for PAD effectiveness and specific support for this proposed process are provided. Additionally, these studies show PAD effectiveness to be limited by the monetary size of the PAD transaction and by the consumption nature of the offered product.".
- catalog extent "41 p. :".
- catalog isPartOf "Working paper (Harvard University. Graduate School of Business Administration. Division of Research) ; HBS 96-019.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 96-019".
- catalog issued "1995".
- catalog issued "1996 [i.e. 1995].".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog title "Pennies-a-day : increasing consumer compliance through temporal re-framing / by John T. Gourville.".
- catalog type "text".