Skip to Main content Skip to Navigation
Journal articles

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.
Complete list of metadata
Contributor : Philippe Odou Connect in order to contact the contributor
Submitted on : Monday, February 25, 2019 - 4:57:48 PM
Last modification on : Friday, January 21, 2022 - 3:31:49 AM



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⟩



Record views