A multi-mechanism sales promotion includes in the same communication several promotion techniques offered either by the retailer or the producer. Framing theory suggests that increasing the number of techniques could increase the perceived value for consumers. A between-subjects experimentation on 210 consumers proposing several offers with the same monetary value indicates that mono-mechanism offers are preferred. Furthermore, results clearly underline the importance of trustworthiness in the valuation process.
PECHPEYROU (DE), P., PARGUEL, B., MIMOUNI, A. and DESMET, P. (2006). Valeur et sincérité perçues d'une promotion multi-mécanismes. In: Actes du 5ème Congrès International. Université Foscari/ESCP-EAP. Universita Ca'Foscari Venezia.