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Valeur et sincérité perçues d'une promotion multi-mécanismes

Author

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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)

  • Pierre Desmet

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School)

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.

Suggested Citation

  • Pauline de Pechpeyrou & Béatrice Parguel & Aîda Mimouni & Pierre Desmet, 2006. "Valeur et sincérité perçues d'une promotion multi-mécanismes," Post-Print halshs-00145916, HAL.
    • Handle: RePEc:hal:journl:halshs-00145916
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00145916
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    References listed on IDEAS

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    Cited by:

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    2. Sarah Mussol & Philippe Aurier & Gilles Séré de Lanauze, 2015. "Relational approach of in-store actions: Perceived benefits of tastings, games and lotteries [Approche relationnelle des actions au point de vente : les bénéfices perçus des dégustations, jeux et l," Post-Print hal-01625971, HAL.
    3. Béatrice Parguel & Florence Benoît-Moreau, 2008. "Le rôle de la réputation sociétale de l'enseigne dans la construction du capital-marque par la communication sociétale : une approche par la théorie de l'attribution," Post-Print halshs-00271737, HAL.
    4. Jean-Louis Pernin & Didier Tagbata & Andréas Eriksson, 2017. "From attitude to fair product purchasing behaviour: what are the contributions of peripheral attitudes and behaviours? [De l’attitude au comportement d’achat de produits équitables : quels apports ," Post-Print hal-03540156, HAL.
    5. Béatrice Parguel & Florence Benoît-Moreau, 2008. "Le rôle de la congruence entre l'enseigne et son engagement dans la construction du capital-marque par la communication sociétale : une approche par la théorie de l'attribution," Post-Print halshs-00271742, HAL.
    6. Béatrice Parguel & Florence Benoît-Moreau, 2008. "Communication sociétale des enseignes, le consommateur est-il toujours dupe ? le rôle de la réputation," Post-Print halshs-00287120, HAL.
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