Department of Management

Jacob Lund Orquin

What distinguishes passive recipients from active decliners of sales flyers

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

While sales flyer ad spending in Denmark has increased over the last decade ,the proportion of consumers declining to receive such flyers has been ever-increasing. To address this paradox, attitudinal and behavioural factors distinguishing passive recipients from active decliners of sales flyers are examined. The results reveal that decliners compared to receivers are less price conscious and that they perceive flyers as more inconvenient and less useful. Although decliners generally use other media less for deal searching than receivers, they are more inclined to search for grocery deals on the Internet.To reach the decliners, retailers could focus on the possibilities of the Internet, but to stop the trend of escalating numbers of decliners, retailers will have to address the perceived inconvenience and uselessness of sales flyers.
Original languageEnglish
JournalJournal of Retailing and Consumer Services
Volume21
Issue1
Pages (from-to)1–8
Number of pages8
ISSN0969-6989
DOIs
Publication statusPublished - 2014

    Research areas

  • MAPP, Consumer behaviour, Discriminant analysis, Flyerattitudes, Retailing, Sales flyers

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