Exclusivity in online targeted promotions:Cross-cultural preferences of consumers

The ease of adapting and customizing content leads targeted promotions to be one of the most important strategies in online marketing. Online marketers use different strategies to attract consumers to their webshop, such as scarcity effects. A specific type of scarcity is exclusivity, in which only a selected group of people receives a promotion. This study examines the effectiveness of the use of online targeted promotions across cultures. 140 Dutch and 123 Mexicans between 18 and 35 years old filled out an online questionnaire. Participants were randomly assigned to one of the four condition... Mehr ...