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Conference Proceedings (2003), 3ème Congrès International Tendances en Marketing, ESCP-EAP

Etude de l'effet de signal de la promotion sur l'acceptation d'achat d'un produit de grande consommation

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. (2003). Etude de l'effet de signal de la promotion sur l'acceptation d'achat d'un produit de grande consommation. In: 3ème Congrès International Tendances en Marketing. ESCP-EAP.