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1 |
Disproportionate redemption discounting: Mental accounting of discounted credit
تنزیل بازخرید نامتناسب: حسابداری ذهنی اعتبارِ تخفیف خورده-2021 Redeeming purchases using discounted credit (i.e., store credit bought at a lower price than its face value) is
widespread, but its mental accounting implications remain unclear. This work finds that consumers making
multiple redemptions on separate occasions with the same discounted credit do not perceive all redemptions as
equally discounted. Redemptions made earlier in that discounted credit’s spending life cycle (upstream re-
demptions) are perceived as less discounted than redemptions made later (downstream redemptions). This
“disproportionate redemption discounting” effect occurs because users feel more certain that they can deplete
their credit when they make downstream redemptions and feel like they have the freedom to mentally assign the
discounted credit savings unevenly among multiple redemptions. Relatedly, individuals have higher willingness
to pay when making downstream redemptions than upstream redemptions. Disproportionate redemption dis-
counting and its’ behavioral consequences are unique to discounted credit and do not generalize to all store
credit. keywords: اعتبار تخفیف یافته | حسابداری ذهنی | ادراکات هزینه | تبلیغات قیمت | Discounted credit | Mental accounting | Cost perceptions | Price promotions |
مقاله انگلیسی |
2 |
Structural forecasts for marketing data
پیش بینی های ساختاری برای داده های بازاریابی-2017 Marketing applications often require disaggregate forecasts of demand that pertain to sub
sets of individuals who are targeted for action. Examples include targeted price promotions
that are made available through on-site couponing and forecasts of market segments for
which new products have been developed. One challenge in the production of disaggregate
forecasts of demand, and of consumer responses to marketing actions, relates to the limited
amount of data that is available at the individual level. This paper discusses approaches to
the improvement of marketing forecasts through the use of both parsimonious structural
models of demand and random-effect models that pool data statistically across individual
consumers.
Keywords: Sparse data | Constraints | Statistical pooling |
مقاله انگلیسی |
3 |
Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time
بررسی بروز و سوابق خرید یک نام تجاری FMCG و UPC برای اولین بار-2017 Two studies provide estimates of the upper range of incidence of first-time (brand and UPC) purchases, claimed
reasons for these new purchases, and consumer profiles of first-time brand buyers. Study 1 analyzes three years
of transaction data from 10,000 loyalty card members; Study 2 reports on 510 mall-intercept interviews in two
different stores. Despite the vast range of items available in modern supermarkets, new brand purchasing is not
particularly common: new brands constitute about 5% of items in a basket and are purchased on about 1/3 of
shopping trips. The majority of these new-to-consumer purchases have been prompted by in-store stimuli (no
ticing new brands, price promotions and stock-outs). Interestingly, demographic characteristics between first
time and existing buyers did not differ. Providing further evidence to the habitual nature of grocery shopping,
the results indicate limited opportunities to expand/change consumer repertoires suggesting the need for on
going marketing activities for FMCGs.
Keywords: Shopping | First-time brand purchase | Brand switching | In-store choices |
مقاله انگلیسی |