Consumers Inferences in Price Promotion Context : The Effect of Consistency of Price Promotion Cues on Retailer Credibility, Product Quality, Value of a Deal and Purchase Intentions

Igor Makienko

ISBN 10: 3639157788 / ISBN 13: 9783639157789

Published by VDM Verlag Dr. Müller, 2009

About this Item

nach der Bestellung gedruckt Neuware - Printed after ordering - 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.

Seller Inventory # 9783639157789

Bibliographic Details

• Title: Consumers Inferences in Price Promotion Context : The Effect of Consistency of Price Promotion Cues on Retailer Credibility, Product Quality, Value of a Deal and Purchase Intentions
• Publisher: VDM Verlag Dr. Müller
• Publication Date: 2009
• Language: English
• ISBN 10: 3639157788
• ISBN 13: 9783639157789
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 12D millimeters 220 millimeters width by 150 millimeters height by 12 millimeters depth
• Weight: 334 grams

About this title

Synopsis

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.

About the Author

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