Consumer Skepticism and Promotion Effectiveness

Pauline de Pechpeyrou () and Philippe Odou ()
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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

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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.

Keywords: Skepticism; price reduction; perceived savings; perceived complexity; purchase intention (search for similar items in EconPapers)
Date: 2012-06
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Citations: View citations in EconPapers (4)

Published in Recherche et Applications en Marketing (English Edition), 2012, 27 (2), pp.45-69. ⟨10.1177/205157071202700203⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02048730

DOI: 10.1177/205157071202700203

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