Framing and Sales Promotions: The Characteristics of a ″Good Deal″

Leland Campbell · William D. Diamond

143 citations0/0 files storedJournal of Consumer Marketing

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Considers the differences between consumer perceptions of nonmonetary promotions such as free extra product and monetary promotions such as discounts and rebates. Reports on an experiment which found that monetary promotions did not have to be as large as nonmonetary promotions to be noticed by the consumer, and that large incentives make consumers sceptical. Concludes that the decision about which type of promotion to use depends on whether a price‐conscious or a premium product market segment is being sought.

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1988Prospect theory: An analysis of decision under risk 2008Mental Accounting and Consumer Choice 1981Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change

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2011The long‐term effects of sales promotions on brand attitude across monetary and non‐monetary promotions 2015Luxe for Less 2017Determinants of personal factors in influencing the buying behavior of consumers in sales promotion: a case of fashion industry 2010Hotel Overbooking 2011The Effect Of Promotion Type And Benefit Congruency On Brand Image 2016Meta-Analysis of the Long- and Short-Term Effects of Sales Promotions on Consumer Behavior 2015An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness 2019Consumer attitude towards sales promotion techniques: a multi-country study

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