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Scepticisme du consommateur et efficacité promotionnelle

Author

Listed:
  • Pauline de Pechpeyrou

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Philippe Odou

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

Abstract

Les consommateurs ont développé au fil du temps une connaissance ainsi qu'une méfiance à l'égard de stimuli provenant de différentes sources commerciales: publicité, vendeurs, mais plus récemment, techniques de réduction de prix destinées à leur redonner du pouvoir d'achat. Trois expérimentations mettent en évidence l'effet préjudiciable du scepticisme individuel à l'égard de la promotion sur les réponses à la promotion au travers de deux mécanismes: la minimisation des Économies perçues (« too good to be true ») et la moindre intention d'achat de celles-ci.

Suggested Citation

  • Pauline de Pechpeyrou & Philippe Odou, 2012. "Scepticisme du consommateur et efficacité promotionnelle," Post-Print hal-02048748, HAL.
    • Handle: RePEc:hal:journl:hal-02048748
    DOI: 10.1177/076737011202700203
    as

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    Cited by:

    1. Annie Banikema & Dominique Roux, 2014. "La propension à résister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande," Post-Print hal-02956891, HAL.
    2. Annie Banikema & Dominique Roux, 2014. "La propension à résister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande," Grenoble Ecole de Management (Post-Print) hal-02956891, HAL.

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