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L'interférence concurrentielle dans la communication par prospectus : une étude exploratoire

Author

Listed:
  • Aîda Mimouni

    (THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Ouidade Sabri-Zaaraoui

    (ESSEC Business School)

Abstract

Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect, already confirmed by previous advertising research. An inter-subject experiment conducted on 400 adults reveals a limited negative effect on brand and promotion recall. It also shows that this effect, when it exists, affects both familiar and non familiar brands. Managerial implications are suggested in order to reduce interference effect.

Suggested Citation

  • Aîda Mimouni & Béatrice Parguel & Ouidade Sabri-Zaaraoui, 2008. "L'interférence concurrentielle dans la communication par prospectus : une étude exploratoire," Post-Print halshs-00287121, HAL.
    • Handle: RePEc:hal:journl:halshs-00287121
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00287121
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    References listed on IDEAS

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