Consumer Skepticism and Promotion Effectiveness

Abstract

Over time, consumers have developed a strong knowledge and mistrust toward stimuli from various commercial sources: Advertising, salespersons, and more recently promotional pricing techniques supposed to reduce their everyday spending. Three experiments demonstrate that consumer skepticism toward sales promotions has a detrimental effect on promotion effectiveness through two mechanisms: The discounting of savings (“too good to be true”) and the reduced purchase intention of promotional offers.

Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention

“…Scepticism assists consumers defend themselves from fraud (Hammad et al 2014 ). In addition, consumer scepticism can help prevent traders from proceeding in misleading practices (De Pechpeyrou and Odou 2012 ). Nevertheless, consumer scepticism can harm consumers’ positive emotions toward cause-related campaigns, when deepened and over generalized.…”

“…Currently, consumers have become more suspicious of the business and the commercial (Kim and Lee 2009 ). According to opinion polls, De Pechpeyrou and Odou ( 2012 ) conclude that the majority of consumers think that advertising is often misleading, as it seeks to persuade people to buy things they do not need. On the one hand, there is a paradox in the fact that the consumers are sceptical and on the other hand, they attribute a utility value to advertising (Elving 2013 ; Huh et al 2012 ).…”

“…Although scepticism has been studied in various areas of marketing (De Pechpeyrou and Odou 2012 ; Elving 2013 ; Huh et al 2012 ), the literature about it in the specific context of cause-related marketing is limited (Kim and Lee 2009 ; De Pechpeyrou and Odou 2012 ; Müller et al 2014 ); and to our knowledge, only did the study by Mimouni Chaabane and Parguel ( 2016 ) deal with the impact of the size of the donation on the purchase intention vis-à-vis the associated marketing cause while simultaneously taking into account positive reactions (warm glow) and negative reactions (scepticism).…”

Managing subjective well‐being of organic food consumers through sustainability orientation, environmental consciousness, and skepticism in Thailand: Mediating role of organic food consumption

“…De Pechpeyrou and Odou () states that purchasers have built up a solid learning and skepticism toward boosts from different business sources: Advertising, salespersons, and all the more as of late limited time estimating methods expected to decrease their ordinary spending. Three trials show that shopper distrust toward deals advancements detrimentally affects advancement adequacy through two instruments: The limiting of reserve funds ("unrealistic") and the scaled down buy expectation of special ideas over time, buyers have built up a solid information and question toward improvements from different business sources: Advertising, salespersons, and all more as of late special valuing methods expected to decrease their ordinary spending.…”

Reconsidering the practice of discretizing quantitative variables: Towards a new analysis of moderation in experimental research

“…2 The absence of a didactic summary explains why this method has not spread over the last 10 years. For example, in France, De Pechpeyrou and Odou are, to our knowledge, the first researchers in marketing to show an interest in it in 2012.…”