Bell, David R.; Chiang, Jeongwen; Padmanabhan, V. - In: Marketing Science 18 (1999) 4, pp. 504-526
more than usual) and/or consumers switching their choice from other brands. Purchase acceleration and brand switching …, that the main impact of a price promotion is on brand choice (84%), and that there is a smaller impact on purchase … primary demand expansion (i.e., purchase acceleration) and 75% to secondary demand effects or brand switching. Thus, while …