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

Pierre Desmet ()

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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.

Date: 2004-01-25
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Published in Micro Macro Marketing, 2004, 13 (3), pp.663-675

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00143378

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