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: 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

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Abstract: A multi-mechanism promotion includes in the same communication several promotional techniques. The relative efficiency of this kind of promotion on consumers' choices depends upon two antagonist effects. On the one hand, prospect theory predicts a positive direct influence of multiple mechanisms on perceived value of the promotion, since consumers prefer gains that are presented separately (segregation principle). On the other hand, increasing the number of mechanisms should have an indirect negative effect on perceived value through reduced perceived trustworthiness. A between-subjects experimentation on 210 adult consumers is conducted, with a varying number of promotional mechanisms for a constant monetary saving. Results of the experiment show that promotions with only one mechanism are preferred. Managerial implications are developed, concerning multi-mechanism promotions organized by industrials and retailers.

Keywords: multi-mechanism promotion; perceived value; perceived trustworthiness; prospect theory; promotion multi-mécanismes; valeur perçue; sincérité perçue; expérimentation; théorie des prospects (search for similar items in EconPapers)
Date: 2006
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00145916v1
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Citations: View citations in EconPapers (9)

Published in Recherche et Applications en Marketing (French Edition), 2006, 21 (4), pp.25-39

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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-00145916

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