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

The ease of adapting and customising 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...