Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with...

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,...

L'article étudie l'effet de signal d'une promotion par réduction de prix, c'est-à-dire l'effet de la simple communication de la promotion. Un modèle d'utilité individuelle sur des données empiriques de type Gabor et Granger met en évidence que le simple ajout de la mention de "promotion"...