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Perceived value and trustworthiness of a multi- promotion offer

Author

Listed:
  • Pauline de Pechpeyrou

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

  • Béatrice Parguel

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

  • Aîda Mimouni

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

  • Pierre Desmet

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

Abstract

The goal of this paper is to evaluate the efficiency of monetary multi-mechanism promotions. These promotions include in the same communication several techniques offered either by the retailer or by the producer. The conceptual framework relies on prospect theory, already used in marketing literature to study the effects of price and promotional techniques (Gupta and Cooper, 1992). It also integrates the perceived trustworthiness of the offer, a key variable for the evaluation of advertising messages (Goldsmith and al., 2000).

Suggested Citation

  • Pauline de Pechpeyrou & Béatrice Parguel & Aîda Mimouni & Pierre Desmet, 2006. "Perceived value and trustworthiness of a multi- promotion offer," Post-Print halshs-00146652, HAL.
    • Handle: RePEc:hal:journl:halshs-00146652
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00146652
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    References listed on IDEAS

    as
    1. Robert C. Blattberg & Richard Briesch & Edward J. Fox, 1995. "How Promotions Work," Marketing Science, INFORMS, vol. 14(3_supplem), pages 122-132.
    2. Gupta, Sunil & Cooper, Lee G, 1992. "The Discounting of Discounts and Promotion Thresholds," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 401-411, December.
    3. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    4. Levin, Irwin P & Gaeth, Gary J, 1988. "How Consumers Are Affected by the Framing of Attribute Information before and after Consuming the Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 374-378, December.
    5. Ruth N. Bolton, 1989. "The Relationship Between Market Characteristics and Promotional Price Elasticities," Marketing Science, INFORMS, vol. 8(2), pages 153-169.
    6. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    7. Herbert A. Simon, 1955. "A Behavioral Model of Rational Choice," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 69(1), pages 99-118.
    8. repec:dau:papers:123456789/5853 is not listed on IDEAS
    9. Bettman, James R & Zins, Michel A, 1979. "Information Format and Choice Task Effects in Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 6(2), pages 141-153, Se.
    10. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Ivanova Marusya, 2012. "A Benefit-Based Approach for Increasing the Effectiveness of Promotions," Scientific Annals of Economics and Business, Sciendo, vol. 59(2), pages 67-82, December.
    2. Florence Benoît-Moreau & Béatrice Parguel, 2007. "Societal communication and brand equity," Post-Print halshs-00146705, HAL.
    3. Florence Benoît-Moreau & Béatrice Parguel, 2007. "Societal communication and brand equity," Post-Print halshs-00145918, HAL.
    4. Violeta Dimitrova (ed.), 2018. "Commerce 4.0 - Science, Practice And Education," Conferences of the department "Economics and Management of Trade", Publishing house "Science and Economics" Varna, number 1.

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