Perceived value and trustworthiness of a multi- promotion offer

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: 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).

Keywords: multi-mechanism promotion; perceived value; perceived trustworthiness; experimentation (search for similar items in EconPapers)
Date: 2006
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00146652v1
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Citations: View citations in EconPapers (4)

Published in 2006 International Association for Research in Economic Psychology Conference, 2006, Paris, France

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