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What distinguishes passive recipients from active decliners of sales flyers?

Author

Listed:
  • Jensen, Birger Boutrup
  • Orquin, Jacob
  • Bech-Larsen, Tino

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.

Suggested Citation

  • Jensen, Birger Boutrup & Orquin, Jacob & Bech-Larsen, Tino, 2014. "What distinguishes passive recipients from active decliners of sales flyers?," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 1-8.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:1:p:1-8
    DOI: 10.1016/j.jretconser.2013.07.008
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    References listed on IDEAS

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    Cited by:

    1. Simon, Françoise, 2016. "Consumer adoption of No Junk Mail stickers: An extended planned behavior model assessing the respective role of store flyer attachment and perceived intrusiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 12-21.
    2. Ieva, Marco & Ziliani, Cristina & Gázquez-Abad, Juan Carlos & D'Attoma, Ida, 2022. "I read, therefore I buy? Analyzing the impact of flyer distribution and readership on purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Boto-García, David & Alvarez, Antonio, 2020. "Modelling the effect of store flyers on supermarket sales: An application to olive oil demand," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J. & Barrales-Molina, Vanesa, 2014. "Profiling the flyer-prone consumer," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 966-975.
    5. Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J., 2016. "Understanding the impact of store flyers on purchase behaviour: An empirical analysis in the context of Spanish households," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 263-273.

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