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Communication Dans Un Congrès Année : 2006

Perceived value and trustworthiness of a multi- promotion offer

Résumé

The goal of this paper is to evaluate the efficiency of monetary multi-mechanism promotions. These promotions include in the same communication several techniques offered either by the retailer or by the producer. The conceptual framework relies on prospect theory, already used in marketing literature to study the effects of price and promotional techniques (Gupta and Cooper, 1992). It also integrates the perceived trustworthiness of the offer, a key variable for the evaluation of advertising messages (Goldsmith and al., 2000).
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Dates et versions

halshs-00146652 , version 1 (11-01-2012)

Identifiants

  • HAL Id : halshs-00146652 , version 1

Citer

Pauline de Pechpeyrou, Béatrice Parguel, Aîda Mimouni, Pierre Desmet. Perceived value and trustworthiness of a multi- promotion offer. 2006 International Association for Research in Economic Psychology Conference, 2006, Paris, France. ⟨halshs-00146652⟩
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