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 analyse empirical data from Gabor & Granger study. Results show that signal increase price effect and that, contrary to usual expectations, it increase by rejection because the price is too high. Asymmetric effect for a positive devation from the reference price is also not validated.