Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies

For your marketing

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.

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.

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.

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.

Research sources

Study metadata and reported results were cross-checked against a direct publisher-page retrieval; detailed full-text methods were not reviewed.