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Journal Articles Recherche et Applications en Marketing (English Edition) Year : 2012

Consumer Skepticism and Promotion Effectiveness

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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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Dates and versions

hal-02048730 , version 1 (25-02-2019)

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