Une promotion multi-mécanismes associe dans la même communication plusieurs mécanismes promotionnels. L'efficacité relative de ce type de promotions sur les choix du consommateur dépend de deux effets antagonistes. D'une part, la théorie des prospects postule un effet direct positif de la...

This study investigates the effect of competitive advertising within store flyers on both manufacturers and retailers. Prior research implies that competitive advertising may be detrimental for manufacturers and beneficial for retailers. Findings from an intersubject experiment that uses various...

PurposeUsing a classification of benefits and costs of promotional offers (Raghubir et al., 2004) along three routes – economic, informational and affective – this paper aims at evaluating, from the consumer's point of view, the relative perceptual disadvantages of separate-item bundles...

Virtual bundling is a promotional offer in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As a promotional technique offering numerous advantages to retailers and manufacturers, virtual bundling is more and more used...

A 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...

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...

Virtual bundles are promotional offers in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As it offers numerous advantages to retailers and manufacturers, virtual bundling is more and more used in mass marketing....

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...

In literature, sales promotion effects on brand equity are often documented through econometric models. However, few empirical researches have investigated the consumer’s perception of this specific type of communication. Thus to fill the gap, this work aims at studying sales promotion effects...

Using classical models of information processing and persuasion, this study examines two interdependent issues regarding 'executional greenwashing'. First, it questions the efficiency of executional elements evoking nature to artificially enhance the brand's ecological image. Second, it studies...