Consumer Skepticism and Promotion Effectiveness

Abstract : Over time, consumers have developed a strong knowledge and mistrust toward stimuli from various commercial sources: Advertising, salespersons, and more recently promotional pricing techniques supposed to reduce their everyday spending. Three experiments demonstrate that consumer skepticism toward sales promotions has a detrimental effect on promotion effectiveness through two mechanisms: The discounting of savings (“too good to be true”) and the reduced purchase intention of promotional offers.
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https://hal.univ-reims.fr/hal-02048730
Contributor : Philippe Odou <>
Submitted on : Monday, February 25, 2019 - 4:57:48 PM
Last modification on : Friday, October 4, 2019 - 1:34:27 AM

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Pauline de Pechpeyrou, Philippe Odou. Consumer Skepticism and Promotion Effectiveness. Recherche et Applications en Marketing (English Edition), SAGE Publications, 2012, 27 (2), pp.45-69. ⟨10.1177/205157071202700203⟩. ⟨hal-02048730⟩

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