This Offer Self-Destructs in 3… 2… 1…: Improving the Effectiveness of “That's-Not-All” Techniques in Promotional Emails

This study investigated the “that's-not-all” (TNA) technique as a promotional strategy and offered suggestions for maximizing its effectiveness. The research contributes to current literature by addressing two moderating variables and their influence in aiding the process, time limitation, and internal reference price. Results denote a significant TNA impact overall on attitudes and perceptions of offer value. Ads featuring a 7-day time limit were even more influential on study participants, yet product internal reference price did not significantly impact participant attitudes or perceptions. Additionally, five focus groups were analyzed to assess consumer perceptions of TNA techniques and implications for the research.