Valeur et sincérité perçues d'une promotion multi-mécanismes

Pauline de Pechpeyrou (), Béatrice Parguel (), Aîda Mimouni and Pierre Desmet ()
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Pauline de Pechpeyrou: PhD Program - 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
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

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Abstract: A multi-mechanism sales promotion includes in the same communication several promotion techniques offered either by the retailer or the producer. Framing theory suggests that increasing the number of techniques could increase the perceived value for consumers. A between-subjects experimentation on 210 consumers proposing several offers with the same monetary value indicates that simpler, mono-mechanism offers are preferred. Furthermore, results clearly underline the importance of trustworthiness in the valuation process.

Keywords: multi-mechanism promotion; perceived value; perceived trustworthiness; promotion multi-mécanismes; valeur perçue; sincérité perçue; expérimentation (search for similar items in EconPapers)
Date: 2006
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00146620v1
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Citations: View citations in EconPapers (5)

Published in Venice-Paris 5th Marketing Trends Congress, 2006, Venice, Italie

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Working Paper: Valeur et sincérité perçues d'une promotion multi-mécanismes (2006)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00146620

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