Consumer Skepticism and Promotion Effectiveness

Pauline de Pechpeyrou · Philippe Odou

27 citations0/0 files storedRecherche et Applications en Marketing (English Edition)

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

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.

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References

1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1974Advertising as Information 1985Measuring Consumer Involvement Profiles 2000A Benefit Congruency Framework of Sales Promotion Effectiveness 1987The Market Maven: A Diffuser of Marketplace Information 1987The Power of Feelings in Understanding Advertising Effects 1990Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective 1998Development of a Scale to Measure Consumer Skepticism Toward Advertising

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2023Understanding how ethical claims in advertising affect subjective ambivalence toward buying ethical products 2015The Review of How Sales Promotion Change the Consumers Perception and Their Purchasing Behavior of a Product

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