Abstract
This paper examines how using a narrative in premium-based sales promotions influences consumers' evaluation of and willingness to participate in such promotions. The results of online survey-based experiment support the notion that using a narrative may be considered as a valid tool to improve consumer response to premium-based sales promotions. In particular, the study shows that communicating a sales promotion in the form of a story increases hedonic and utilitarian value which in turn positively influences premium attractiveness and willingness to participate.
| Original language | English |
|---|---|
| Pages (from-to) | 72-81 |
| Number of pages | 10 |
| Journal | CEUR Workshop Proceedings |
| Volume | 2637 |
| Publication status | Published - 11 Jul 2020 |
| Externally published | Yes |
| Event | 4th International GamiFIN Conference - Online, Levi, Finland Duration: 1 Apr 2020 → 3 Apr 2020 |
Keywords
- gamification
- grocery retailing
- narrative
- premium attractiveness
- premium-based sales promotions