Kaiyang Wu (Marketing and International Business) published , in the Journal of the Academy of Marketing Science, an "A+" journal on Lee Business School's SARS list. This paper is co-authored with Zoe Y. Lu (Tulane University) and Christopher Hsee (CKGSB & University of Chicago).
This paper introduces a simple method that can increase consumers' purchase quantity. Dubbed as SALE ("Short-Asking with Long-Encouraging"), this method couples a “long-encouraging” statement (e.g., “Stock up for two weeks”) with a “short-asking” statement (e.g., “Think about how many you will consume in one day”) in an advertisement. Through seven studies, including one field study and one field experiment, this paper demonstrated the effectiveness and novelty of SALE and identified the mechanism, moderators and boundary conditions of the effect.
