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Effetti segnaletici della promozione sull'accettazione di un prodotto di largo consumo

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Listed:
  • Pierre Desmet

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School)

Abstract

In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price sensitivity and rejection rate beacuse the price is too high.

Suggested Citation

  • Pierre Desmet, 2004. "Effetti segnaletici della promozione sull'accettazione di un prodotto di largo consumo," Post-Print halshs-00143378, HAL.
    • Handle: RePEc:hal:journl:halshs-00143378
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