Can uncertainty improve promotions?

Journal of Marketing Research

Volumn 47, Issue 6, 2010, Pages 1070-1077

  Goldsmith, Kelly ^a   Amir, On ^b  

^a NORTHWESTERN UNIVERSITY   (United States)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Incentives; Optimism; Promotions; Uncertainty

Indexed keywords

EID: 78650318021     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.6.1070     Document Type: Article

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