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Consumer Skepticism and Promotion Effectiveness

Author

Listed:
  • Pauline de Pechpeyrou

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Philippe Odou

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

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.

Suggested Citation

  • Pauline de Pechpeyrou & Philippe Odou, 2012. "Consumer Skepticism and Promotion Effectiveness," Post-Print hal-02048730, HAL.
    • Handle: RePEc:hal:journl:hal-02048730
    DOI: 10.1177/205157071202700203
    as

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    Cited by:

    1. Joel Verghese & Phaik Nie Chin, 2022. "Factors affecting investors’ intention to purchase gold and silver bullion: evidence from Malaysia," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(1), pages 41-51, March.
    2. Amel Chaabouni & Kaouther Jridi & Fatma Bakini, 2021. "Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 129-150, March.
    3. Guillaume Le Borgne & Lucie Sirieix & Sandrine Costa, 2018. "Perceived probability of food waste: Influence on consumer attitudes towards and choice of sales promotions," Post-Print hal-02621163, HAL.
    4. Hou, Chenxuan & Sarigöllü, Emine, 2022. "Is bigger better? How the scale effect influences green purchase intention: The case of washing machine," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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