LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

판매촉진 정보의 위치(위vs.아래)가 판매촉진 매력도 및 증정량 지각에 미치는 영향

Author

장정민, 김영주

Journal Title

광고학연구

Publication Year

2016

Topics

#Sales promotion

Summary

This study experimentally investigated the impact of gift quantity information location on sales promotion evaluation and gift quantity perception in a value-added promotion context. The results showed that when there was no explicit message about quantity, the gift quantity was perceived as larger when presented at the bottom, leading to a more positive evaluation of the sales promotion. However, this location effect disappeared when an explicit message about quantity was present, confirming the moderating role of message availability.

Journal Influence

[광고학연구]