Customer behavior and adoption · Three field studies varied promotion depth and tracked subsequent customer behavior, comparing new and established customers; the outcomes are long-run response and repeat purchasing after a price promotion.
Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies
Eric T. Anderson, Duncan I. Simester (2004). Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies. Marketing Science. https://doi.org/10.1287/mksc.1030.0040
Plain-English take
Promotion depth has different long-run effects for new and established customers, demonstrating that the immediate response to a discount is not sufficient to evaluate its longer-run customer-growth consequences.
How much weight to give this
2/5 Evidence needs cautious interpretation
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Three field studies varied promotion depth and tracked subsequent customer behavior, comparing new and established customers; the outcomes are long-run response and repeat purchasing after a price promotion.
Three real-market field studies involving new versus established customers; the publisher identifies the article as three field studies, but the accessible record does not display a common participant count.
Review the paper for comparison conditions and analysis.
Publisher record checked; detailed methods were not verified.
Double-blind? Blinding was not established from the publisher page.
Research question
What the authors investigated
What does long-run effects of promotion depth on new versus established customers: three field studies show about customer behavior or marketing outcomes?
Design
Three field studies varied promotion depth and tracked subsequent customer behavior, comparing new and established customers; the outcomes are long-run response and repeat purchasing after a price promotion.
Sample and setting
Three real-market field studies involving new versus established customers; the publisher identifies the article as three field studies, but the accessible record does not display a common participant count.
Reported result
What the study found
Promotion depth has different long-run effects for new and established customers, demonstrating that the immediate response to a discount is not sufficient to evaluate its longer-run customer-growth consequences.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Inference from the publisher record: the three field settings and their customer categories may limit generalization to other markets; because the accessible publisher page exposes the title and bibliographic record but not the full results section, no stronger limitation is asserted. Full-text methods and correction history were not independently checked.
Possible founder application
Use this study as a bounded example related to long-run effects of promotion depth on new versus established customers: three field studies; evaluate whether its customers, intervention and outcome match your own context.
Evidence access
Publisher page; full-text availability varies and was not established.
Study metadata and reported results were cross-checked against a direct publisher-page retrieval; detailed full-text methods were not reviewed.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.