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Consumers’ Inferences in Price Promotion Context. Edition No. 1
VDM Publishing House, June 2009, Pages: 212
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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