Department of Management

What distinguishes passive recipients from active decliners of sales flyers

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What distinguishes passive recipients from active decliners of sales flyers. / Jensen, Birger Boutrup; Orquin, Jacob Lund; Bech-Larsen, Tino.

In: Journal of Retailing and Consumer Services, Vol. 21, No. 1, 2014, p. 1–8.

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

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@article{50b69af242c64dabbbc3be48b8c14c15,
title = "What distinguishes passive recipients from active decliners of sales flyers",
abstract = "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.",
keywords = "MAPP, Consumer behaviour, Discriminant analysis, Flyerattitudes, Retailing, Sales flyers",
author = "Jensen, {Birger Boutrup} and Orquin, {Jacob Lund} and Tino Bech-Larsen",
year = "2014",
doi = "10.1016/j.jretconser.2013.07.008",
language = "English",
volume = "21",
pages = "1–8",
journal = "Journal of Retailing and Consumer Services",
issn = "0969-6989",
publisher = "Pergamon Press",
number = "1",

}

RIS

TY - JOUR

T1 - What distinguishes passive recipients from active decliners of sales flyers

AU - Jensen, Birger Boutrup

AU - Orquin, Jacob Lund

AU - Bech-Larsen, Tino

PY - 2014

Y1 - 2014

N2 - 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.

AB - 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.

KW - MAPP

KW - Consumer behaviour

KW - Discriminant analysis

KW - Flyerattitudes

KW - Retailing

KW - Sales flyers

U2 - 10.1016/j.jretconser.2013.07.008

DO - 10.1016/j.jretconser.2013.07.008

M3 - Journal article

VL - 21

SP - 1

EP - 8

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

SN - 0969-6989

IS - 1

ER -