Valeur et sincérité perçues d'une promotion multi-mécanismes

A multi-mechanism promotion includes in the same communication several promotional techniques. The relative efficiency of this kind of promotion on consumers' choices depends upon two antagonist effects. On the one hand, prospect theory predicts a positive direct influence of multiple mechanisms on perceived value of the promotion, since consumers prefer gains that are presented separately (segregation principle). On the other hand, increasing the number of mechanisms should have an indirect negative effect on perceived value through reduced perceived trustworthiness. A between-subjects experimentation on 210 adult consumers is conducted, with a varying number of promotional mechanisms for a constant monetary saving. Results of the experiment show that promotions with only one mechanism are preferred. Managerial implications are developed, concerning multi-mechanism promotions organized by industrials and retailers.