Scepticisme du consommateur et efficacité promotionnelle

Pechpeyrou, Pauline de; Odou, Philippe

doi:10.1177/076737011202700203

Recherche et Applications en Marketing (French Edition)

2012

DOI: 10.1177/076737011202700203

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Scepticisme du consommateur et efficacité promotionnelle

Pauline de Pechpeyrou

Philippe Odou

Abstract: Les consommateurs ont développé au fil du temps une connaissance ainsi qu'une méfiance à l'égard de stimuli provenant de différentes sources commerciales: publicité, vendeurs, mais plus récemment, techniques de réduction de prix destinées à leur redonner du pouvoir d'achat. Trois expérimentations mettent en évidence l'effet préjudiciable du scepticisme individuel à l'égard de la promotion sur les réponses à la promotion au travers de deux mécanismes: la minimisation des Économies perçues (« too good to be true… Show more

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Cited by 13 publications

References 63 publications

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L'efficacité des annonces publicitaires persuasives incitant à la distanciation sociale

BelhadjYoussef,

Besbes Sahli

2023

Can J Adm Sci

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This research aims to test the impact of persuasive ads encouraging social distancing in the face of the coronavirus. A survey of 208 individuals found that the effectiveness of this communication depends mainly on the attitude toward the advertisement and the perceived effectiveness of the recommendation. However, while the negative impact of consumers' dispositional skepticism on their attitude toward the advertisement has been confirmed, the impact of trust in the advertiser, as well as the moderating effects of situational skepticism and altruism have not been established.

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L'efficacité des annonces publicitaires persuasives incitant à la distanciation sociale

BelhadjYoussef,

Besbes Sahli

2023

Can J Adm Sci

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The double-edge effect of retailers’ cause-related marketing

Chaabane

Parguel

2016

International Journal of Retail &Amp; Distribution Management

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Purpose – Cause-related marketing – linking product sales with donations to a cause – are popular with consumers because they produce warm-glow feelings (the positive route). But when they involve large donations, they may trigger consumer scepticism, reducing the warm glow (the negative route). Drawing on the elaboration likelihood model, the purpose of this paper is to examine whether large donations in cause-related marketing can produce consumer scepticism and reduce the warm-glow effect and positive attitude towards the retailer. Design/methodology/approach – An experiment varying the donation size (large, medium, small) in a cause-related marketing offer run by an office equipment retailer is set up. Hypotheses are tested using bootstrapping regression analyses. Findings – The negative route has the greater effect: scepticism towards the offer mediates the relationship between donation size and the warm glow. Furthermore, scepticism towards a large donation is higher (lower) for respondents scoring low (high) on altruism and high (low) on familiarity with cause-related marketing. Practical implications – When using cause-related marketing, retailers should choose their features and target audience carefully in order to reduce scepticism, e.g., small donations should be offered in promotions targeting consumers who are familiar with cause-related marketing and show low altruism. Originality/value – This study contributes to the recent research examining the negative effects of cause-related marketing by explicitly conceptualising and measuring scepticism towards cause-related marketing. The findings are also valuable because they indicate the importance of a shift in focus, away from the conventional question of cause-related marketing effectiveness to the more specific and under-investigated problem of the appropriate core target consumers.

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Exploring nuances of green skepticism in different economies

Silva

Filho

Yamim

et al. 2020

MIP

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Purpose The purpose of this paper is to investigate the relationship between consumers’ skepticism and green consumption in different economies by exploring antecedents and consequences of skepticism. Design/methodology/approach Using a cross-country approach, with data from Brazil and France, the relationships between green skepticism and downstream consequences (e.g. intention to purchase green products) were analyzed using the partial least squares path modeling with the results of 996 questionnaires. Findings Contradicting previous research, the authors found that in France, green skepticism represents consumers’ increased green advertising elaboration, not a disbelief in companies’ claims, and it is associated with greater intentions to make green purchases. Meanwhile, in Brazil, green skepticism represents consumers’ disbelief, which is associated to consumers greater suspicion toward (and distance from) companies’ claims in such country. This study shows that the role of skepticism and the valence of its effect on green attitudes depend on market relationships. Research limitations/implications The authors promote the importance of investigating the different meanings of skepticism across countries, what can spill over on research of other marketing aspects, such as advertising elaboration. Managers should consider the importance of consumers’ doubts and skepticism as a useful element that can be explored in green advertising effectiveness. Practical implications Managers should consider the importance of consumers’ doubts and skepticism as a useful element that can be explored in green advertising effectiveness. Originality/value This research examines an underexplored debate on the role of green skepticism in different economies and demonstrates the nuances green advertising impact on both markets.

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Scepticisme du consommateur et efficacité promotionnelle

Cited by 13 publications

References 63 publications

L'efficacité des annonces publicitaires persuasives incitant à la distanciation sociale

L'efficacité des annonces publicitaires persuasives incitant à la distanciation sociale

The double-edge effect of retailers’ cause-related marketing

Exploring nuances of green skepticism in different economies

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