TY - JOUR
T1 - This Offer Self-Destructs in 3… 2… 1…
T2 - Improving the Effectiveness of “That's-Not-All” Techniques in Promotional Emails
AU - Gong, Zijian
AU - Bichard, Shannon
N1 - Publisher Copyright:
© 2018 Taylor & Francis.
PY - 2018/1/2
Y1 - 2018/1/2
N2 - 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.
AB - 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.
KW - Limited Time Offer
KW - Persuasion
KW - That's-Not-All Technique
UR - http://www.scopus.com/inward/record.url?scp=85029420042&partnerID=8YFLogxK
U2 - 10.1080/10496491.2017.1346539
DO - 10.1080/10496491.2017.1346539
M3 - Article
AN - SCOPUS:85029420042
VL - 24
SP - 39
EP - 56
JO - Journal of Promotion Management
JF - Journal of Promotion Management
SN - 1049-6491
IS - 1
ER -