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dc.contributor.authorde Pechpeyrou, Pauline
dc.contributor.authorParguel, Béatrice
dc.contributor.authorMimouni, Aîda
dc.contributor.authorDesmet, Pierre
dc.date.accessioned2009-11-21T10:32:30Z
dc.date.available2009-11-21T10:32:30Z
dc.date.issued2006-01
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/2505
dc.description.abstractfrUne promotion multi-mécanismes associe dans la même communication plusieurs mécanismes promotionnels mis en place par le distributeur et l'industriel. D'après la théorie des prospects, la multiplication des mécanismes devrait être créatrice de valeur pour le consommateur. Une expérimentation inter-sujet sur 210 consommateurs, proposant un ou plusieurs mécanismes monétaires pour une valeur constante de l'offre, montre que la promotion simple est préférée. De plus les résultats mettent en avant l'importance de la sincérité perçue dans la valeur perçue d'une offre promotionnelle.en
dc.language.isofren
dc.subjectpromotion multi-mécanismesen
dc.subjectvaleur perçueen
dc.subjectsincérité perçueen
dc.subjectexpérimentationen
dc.subjectmulti-mechanism promotionen
dc.subjectperceived valueen
dc.subjectexperimentationen
dc.subjectperceived trustworthinessen
dc.subject.ddc658.8en
dc.subject.classificationjelM30en
dc.subject.classificationjelM31en
dc.titleValeur et sincérité perçues d'une promotion multi-mécanismesen
dc.title.alternativePerceived value and trustworthiness of a multi-mechanism promotion
dc.typeCommunication / Conférence
dc.description.abstractenA 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 simpler, mono-mechanism offers are preferred. Furthermore, results clearly underline the importance of trustworthiness in the valuation process.en
dc.description.abstractenA 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 simpler, mono-mechanism offers are preferred. Furthermore, results clearly underline the importance of trustworthiness in the valuation process.
dc.identifier.citationpages23en
dc.identifier.urlsitehttp://halshs.archives-ouvertes.fr/halshs-00146620
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen
dc.relation.conftitleVenice-Paris 5th Marketing Trends Congressen
dc.relation.confdate2006-01
dc.relation.confcityVeniseen
dc.relation.confcountryItalieen


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