SOURCES

Michael Lewis. “Customer Acquisition Promotions and Customer Asset Value.” Journal of Marketing Research 43(2), 2006.
Eric T. Anderson and Duncan I. Simester. “Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies.” Marketing Science 23(1), 2004.
Utpal M. Dholakia. “How Customer Self-Determination Influences Relational Marketing Outcomes.” Journal of Marketing Research 43(1), 2006.
Kusum L. Ailawadi, Bari A. Harlam, Jacques César and David Trounce. “Promotion Profitability for a Retailer.” Journal of Marketing Research 43(4), 2006.
Michael Lewis, Vishal Singh and Scott Fay. “An Empirical Study of the Impact of Nonlinear Shipping and Handling Fees on Purchase Incidence and Expenditure Decisions.” Marketing Science 25(1), 2006.
Narayan Janakiraman, Holly A. Syrdal and Ryan Freling. “The Effect of Return Policy Leniency on Consumer Purchase and Return Decisions: A Meta-analytic Review.” Journal of Retailing 92(2), 2016.
Dan Ariely. Predictably Irrational. 2008, chapter 1. Alex Hormozi. $100M Offers. 2021. Eugene Schwartz. Breakthrough Advertising. 1966. BJ Fogg, Fogg Behavior Model. Amos Tversky and Daniel Kahneman, “Advances in Prospect Theory,” Journal of Risk and Uncertainty, 1992.

This is one chapter of The First Offer, which is free and readable in full on a single page with no form in front of it.