Perceived value and trustworthiness of a multi-mechanism promotion

The goal of this paper is to evaluate the efficiency of monetary multi-mechanism promotions. These promotions include in the same communication several techniques offered either by the retailer or by the producer. The conceptual framework relies on prospect theory, already used in marketing literature to study the effects of price and promotional techniques (Gupta and Cooper, 1992). It also integrates the perceived trustworthiness of the offer, a key variable for the evaluation of advertising messages (Goldsmith and al., 2000).