Consumers Inferences in Price Promotion Context

Price promotion is a very popular and fast-growing
promotional tool. In the era of decreased efficiency
of mass advertising, retailers rely more and more on
this promotional tool.
However, research literature provides evidence that
price promotions may have both positive and negative
effects. Though higher discounts often result in more
favorable deal evaluations, consumers reactions do
not always follow a consistently linear path. Price
promotions offering too high or too low value may
adversely affect consumers deal evaluations.
Consumers penalize retailers they perceive to be
manipulative.
This book presents a comprehensive conceptual
framework that incorporates an attributional
perspective. The model shows the impact of the
consistency/inconsistency of price promotion cues,
and the locus of causation on consumers deal
evaluations.
This book contributes to our understanding of how
consumers process and evaluate price promotions and
will be useful for marketing and communication
specialists or anyone who wants to understand
potential consumers reactions on typical and
atypical price promotions and develop successful
price promotional campaigns.

Autorentext

Igor Makienko, Ph.D. in Business Administration (Louisiana StateUniversity), Master's degrees in mass communication (LSU),economics (Russian Foreign Trade Academy) and journalism (MoscowState University), Bachelor's degree in mechanical engineering(Moscow Aviation Institute). Assistant Professor of Marketing atthe University of Nevada, Reno.

Klappentext

Price promotion is a very popular and fast-growingpromotional tool. In the era of decreased efficiencyof mass advertising, retailers rely more and more onthis promotional tool.However, research literature provides evidence thatprice promotions may have both positive and negativeeffects. Though higher discounts often result in morefavorable deal evaluations, consumers' reactions donot always follow a consistently linear path. Pricepromotions offering "too high" or "too low" value mayadversely affect consumers' deal evaluations.Consumers 'penalize' retailers they perceive to bemanipulative.This book presents a comprehensive conceptualframework that incorporates an attributionalperspective. The model shows the impact of theconsistency/inconsistency of price promotion cues,and the locus of causation on consumers' dealevaluations.This book contributes to our understanding of howconsumers process and evaluate price promotions andwill be useful for marketing and communicationspecialists or anyone who wants to understandpotential consumers' reactions on typical andatypical price promotions and develop successfulprice promotional campaigns.