Advances in Advertising Research, Volume 1: Cutting Edge by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

The aim of the ebook is to develop extra systematic learn within the fields of ads and conversation shape a global viewpoint. popular conversation researchers from around the world have contributed to the making of this e-book.

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The organisers hope that national chess players take part in the championship. 001 Evaluation and Feedback Effects of Limited Editions in FMCG Categories Franz-Rudolf Esch, Justus-Liebig University of Gießen, Germany Kai Winter, Justus-Liebig University of Gießen, Germany 1 Abstract Limited Editions are a widely used type of line extensions to introduce new products in the Fast-Moving-Consumer-Goods business. In this process an exceptional, limited available variant is added to the permanent offers of a product line.

If this is not the case, it involves that the majority of consumers prefer familiar products to a limited edition. Thus, the potential of limited editions seems to be correspondingly restricted. Furthermore, the studies were able to underline the impact of a product limitation. To generate a positive scarcity effect at the PoS, it is necessary that customers also recognise the limitation. g. trays and displays), the product limitation is communicated appropriately visibly to the consumer. The impact of a product limitation has also to be taken into account for product tests prior to a launch.

Ridgway, N. M. (1984): Variety Seeking as an Explanation for Exploratory Purchase Behavior. A Theoretical Model. In: Advances in Consumer Research, 11. 114-119. Joachimsthaler, E. , Lastovicka, J. L. (1984): Optimum Stimulation Level – Exploratory Behavior Models, Journal of Consumer Research, 11 (December): 830-835. , Mason, G. (2007): Brands as Categories. Graded Structure and Its Determinants. In: Advances in Consumer Research, 34. 500-506. Jung, J. ; Kellaris, J. J. (2004): Cross-National Differences in Proneness to Scarcity Effects.

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