Try it, you'll like it-or will you? The perils of early free-trial promotions for high-tech service adoption
Bram Foubert (Department of Marketing and Supply Chain Management, School of Business and Economics, Maastricht University, Maastricht, Netherlands), Els Gijsbrechts (Department of Marketing, Tilburg School of Economics and Management, Tilburg University, Tilburg, Netherlands)
| Year of publication: |
September-October 2016
|
|---|---|
| Authors: | Foubert, Bram ; Gijsbrechts, Els |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 35.2016, 5, p. 810-826
|
| Subject: | free-trial promotions | adoption behavior | high-tech consumer services | contractual services | learning | promotion effectiveness | promotion timing | usage | Hochtechnologie | High technology | Verkaufsförderung | Sales promotion | Konsumentenverhalten | Consumer behaviour | Innovationsdiffusion | Innovation diffusion | Dienstleistungssektor | Service industry | Innovationsakzeptanz | Innovation adoption |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2015.0973 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011584725