Try It, You'll Like It-Or Will You? The Perils of Early Free-Trial Promotions for High-Tech Service Adoption

Bram Foubert, Els Gijsbrechts

Research output: Contribution to journalArticleAcademicpeer-review

750 Downloads (Pure)
Original languageEnglish
Pages (from-to)810-826
Number of pages17
JournalMarketing Science
Volume35
Issue number5
DOIs
Publication statusPublished - 2016

Keywords

  • free-trial promotions
  • adoption behavior
  • high-tech consumer services
  • contractual services
  • learning
  • promotion effectiveness
  • promotion timing
  • usage

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