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- handle: 10670/1.7g8729
- hal: hal-02048730
- doi: 10.1177/205157071202700203
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info:eu-repo/semantics/altIdentifier/doi/10.1177/205157071202700203
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Pauline de Pechpeyrou et al., « Consumer Skepticism and Promotion Effectiveness », HAL-SHS : droit et gestion, ID : 10.1177/205157071202700203
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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.