Perceived value and trustworthiness of a multi- promotion offer

Abstract : 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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Communication dans un congrès
2006 International Association for Research in Economic Psychology Conference, 2006, Paris, France. 2006
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Contributeur : Béatrice Parguel <>
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Dernière modification le : vendredi 27 janvier 2017 - 10:43:21
Document(s) archivé(s) le : jeudi 12 avril 2012 - 02:20:08

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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. 2006. 〈halshs-00146652〉

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