What’s in the Box? Risk in Surprise Subscription Models.
Journal
Association for Consumer Research
Type
conference paper
Date Issued
2016
Author(s)
Abstract
Assessing subscription models in retailing, we seek to identify the drivers that influence consumers’ attitude towards product
subscriptions. Using Prospect Theory, we find that consumers prefer subscription boxes with surprise content in lower frequencies and
subscription boxes with predefined content in higher frequencies.
subscriptions. Using Prospect Theory, we find that consumers prefer subscription boxes with surprise content in lower frequencies and
subscription boxes with predefined content in higher frequencies.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Event Title
Association for Consumer Research (ACR)
Event Location
Berlin
Subject(s)
Division(s)
Eprints ID
254461