Perceived value and trustworthiness of a multi- promotion offer

Pauline de Pechpeyrou (1, 2) , Béatrice Parguel (1) , Aîda Mimouni (1) , Pierre Desmet (3, 1)

1 DRM - Dauphine Recherches en Management
2 PhD Program
3 ESSEC Business School

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).

Mots clés: multi-mechanism promotion; perceived value; perceived trustworthiness; experimentation

Domaines: Gestion et management

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⟩