Universität zu Köln

Dost, Florian ORCID: 0000-0002-9106-7934, Wilken, Robert, Eisenbeiss, Maik ORCID: 0000-0002-0859-3512 and Skiera, Bernd ORCID: 0000-0001-9285-2013 (2014). On the Edge of Buying: A Targeting Approach for Indecisive Buyers Based on Willingness-to-Pay Ranges. J. Retail., 90 (3). S. 393 - 408. NEW YORK: ELSEVIER SCIENCE INC. ISSN 1873-3271

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Abstract

Targeting the right consumers is a core part of marketing. Whereas existing techniques to identify these consumers use demographic or psychographic variables or behaviors such as response probabilities, a proposed new targeting approach builds on consumers' incremental responses to identify them by their willingness-to-pay (WTP) ranges. These WTP ranges reveal a consumer as a definite buyer, a definite non-buyer, or an indecisive buyer. The proposed theoretical framework indicates that indecisive buyers offer the highest incremental responses to targeted marketing mix activities and thus should be the most preferred targeting group. A sequence of three laboratory experimental studies validates the proposed approach for targeted price discounts and non-price tactics. In addition, a large-scale field experiment involving a consumer engagement campaign that includes observed purchase behavior demonstrates the high external validity and applicability of this approach. (C) 2014 New York University. Published by Elsevier Inc. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Dost, Florian UNSPECIFIED orcid.org/0000-0002-9106-7934 UNSPECIFIED Wilken, Robert UNSPECIFIED UNSPECIFIED UNSPECIFIED Eisenbeiss, Maik UNSPECIFIED orcid.org/0000-0002-0859-3512 UNSPECIFIED Skiera, Bernd UNSPECIFIED orcid.org/0000-0001-9285-2013 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-430174
DOI:	10.1016/j.jretai.2014.03.007
Journal or Publication Title:	J. Retail.
Volume:	90
Number:	3
Page Range:	S. 393 - 408
Date:	2014
Publisher:	ELSEVIER SCIENCE INC
Place of Publication:	NEW YORK
ISSN:	1873-3271
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language CUSTOMER SATISFACTION; PROMOTIONS; ONLINE Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/43017