In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price sensitivity and rejection rate beacuse the price is too high.
DESMET, P. (2004). Effetti segnaletici della promozione sull'accettazione di un prodotto di largo consumo. Micro Macro Marketing, pp. 663-675.