Consumers? Inferences in Price Promotion Context: The Effect of Consistency of Price Promotion Cues on Retailer Credibility, Product Quality, Value of a Deal and Purchase Intentions - Couverture souple

Makienko, Igor

 
9783639157789: Consumers? Inferences in Price Promotion Context: The Effect of Consistency of Price Promotion Cues on Retailer Credibility, Product Quality, Value of a Deal and Purchase Intentions
Couverture souple
ISBN 10 : 3639157788 ISBN 13 : 9783639157789
Editeur : VDM Verlag, 2009

Synopsis

Price promotion is a very popular and fast-growing promotional tool. In the era of decreased efficiency of mass advertising, retailers rely more and more on this promotional tool. However, research literature provides evidence that price promotions may have both positive and negative effects. Though higher discounts often result in more favorable deal evaluations, consumers? reactions do not always follow a consistently linear path. Price promotions offering ?too high? or ?too low? value may adversely affect consumers? deal evaluations. Consumers ?penalize? retailers they perceive to be manipulative. This book presents a comprehensive conceptual framework that incorporates an attributional perspective. The model shows the impact of the consistency/inconsistency of price promotion cues, and the locus of causation on consumers? deal evaluations. This book contributes to our understanding of how consumers process and evaluate price promotions and will be useful for marketing and communication specialists or anyone who wants to understand potential consumers? reactions on typical and atypical price promotions and develop successful price promotional campaigns.

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Présentation de l'éditeur

Price promotion is a very popular and fast-growing promotional tool. In the era of decreased efficiency of mass advertising, retailers rely more and more on this promotional tool. However, research literature provides evidence that price promotions may have both positive and negative effects. Though higher discounts often result in more favorable deal evaluations, consumers? reactions do not always follow a consistently linear path. Price promotions offering ?too high? or ?too low? value may adversely affect consumers? deal evaluations. Consumers ?penalize? retailers they perceive to be manipulative. This book presents a comprehensive conceptual framework that incorporates an attributional perspective. The model shows the impact of the consistency/inconsistency of price promotion cues, and the locus of causation on consumers? deal evaluations. This book contributes to our understanding of how consumers process and evaluate price promotions and will be useful for marketing and communication specialists or anyone who wants to understand potential consumers? reactions on typical and atypical price promotions and develop successful price promotional campaigns.

Biographie de l'auteur

Igor Makienko, Ph.D. in Business Administration (Louisiana State University), Master?s degrees in mass communication (LSU), economics (Russian Foreign Trade Academy) and journalism (Moscow State University), Bachelor?s degree in mechanical engineering (Moscow Aviation Institute). Assistant Professor of Marketing at the University of Nevada, Reno.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
VDM Verlag
Date d'édition
2009
Langue
anglais
ISBN 10 
3639157788
ISBN 13 
9783639157789
Reliure
Broché
Nombre de pages
212
Coordonnées du fabricant
non disponible
Personne responsable
non disponible