The Discounting of Discounts and Promotion Thresholds

Гупта, Сунил; Cooper, Lee G.

doi:10.1086/209310

Cited by 294 publications

(220 citation statements)

References 20 publications

Supporting

Mentioning

184

Contrasting

Unclassified

Order By: Relevance

“…Two identical efforts might be perceived differently by consumers, depending on situational factors (Tversky and Kahneman, 1974). In marketing research, many academics support such framing effects and show that when people doubt an offer's credibility, they tend to discount its value compared with offers of an equal amount (Gupta and Cooper, 1992). In the context of CSR communication, a poor sustainability rating may prompt consumers' scepticism toward the advertised message (Du et al, 2010), leading them to discount the company's CSR effort compared with an equivalent CSR engagement communicated without any other information.…”

Section: H1: Consumers Perceive a Company's Motives To Communicate Asmentioning

confidence: 99%

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

2011

View full text Add to dashboard Cite

ABSTRACT. Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims often have trouble identifying truly responsible firms. This confusion encourages "greenwashing" and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers' responses to companies' CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter "greenwashing" and encourage virtuous firms to persevere in their CSR practices.

show abstract

Section: H1: Consumers Perceive a Company's Motives To Communicate Asmentioning

confidence: 99%

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

2011

View full text Add to dashboard Cite

show abstract

“…These e ects are shown by some cognitive studies on price response 7 . In their experimental study, Gupta/Cooper (1992) found both threshold and saturation e ects. Of course, these e ects cannot be reproduced by t h e m ultinomial logit attraction model, because this model assumes that attraction is an exponential function of linearly combined predictors.…”

Section: Arti Cial Neural Net Attraction Modelmentioning

confidence: 97%

An artificial neural net attraction model (ANNAM) to analyze market share effects of marketing instruments

Hruschka

2001

Schmalenbach Bus Rev

View full text Add to dashboard Cite

Attraction models are very popular in marketing research for studying the e ects of marketing instruments on market shares. However, so far the marketing literature only considers attraction models with certain functional forms that exclude threshold or saturation e ects on attraction values. We c a n a c hieve greater exibility b y using the neural net based approach i n troduced here. This approach assesses brands' attraction values by means of a perceptron with one hidden layer. The approach uses log-ratio transformed market shares as dependent variables. Stochastic gradient descent followed by a quasiNewton method estimates parameters. For store-level data, neural net models perform better and imply a price response that is qualitatively di erent from the well-known multinomial logit attraction model. Price elasticities of neural net attraction models also lead to speci c managerial implications in terms of optimal prices.

show abstract

“…Hence, advanced lowest amounts discounts brink may live previous to the motivation for buy significantly increase. While it have implicitly understood that higher discounts levels are extra attractive to consumer, researches also show that consumer tend to discount the discounts as the amount of price reductions increases (Campeau et al, 2002;Gupta and Cooper, 1992). At certain points, the reduce promote prices might evoke perception for inferior quality or question concerning the wholesaler's motivation in adding to a reductions in sacrificed.…”

Section: Discount Levelmentioning

confidence: 99%

“…Consumer tend to discount the discounts as the amount of price reduction Increases (Campeau et al, 2002;Gupta and Cooper, 1992). At a certain point, the Reduced promoted price may evoke perceptions of lower quality.…”

Section: H5: Social Surrounding With Sales Promotionmentioning

confidence: 99%

The Impact of Promotional Tools on Sales Promotion

Meo¹,

Abbas²,

Sajjad³

et al. 2014

jpag

View full text Add to dashboard Cite

The main reason of conducting this research was to explore the influence of social surrounding, discount level and buying behavior on sales promotion. The research results found that there was no significant relationship of social surrounding, discount level with sales promotion. But on the other hand buying behavior, free sample, price reduction has a significant relationship with sales promotion. The results of this research paper will help the marketers to understand best promotional techniques to increase significantly in their sales as well as revenues. This research paper also plays a vital role in helping businessmen to develop their business planes more effectively so that they can get the competitive advantage over their competitors and make them able to maximize their profits.In total 180 Questionnaires were distributed by hand in different department of Islamia University of Bahawalpur. Data was feed in SPSS. This research was done on different sales promotional techniques.Findings shows that different sales promotional techniques have impact on consumer buying behavior and purchase intention for all type of products on the other hand there is no significant effect of discount level and social surrounding on sales promotion.

show abstract

The Discounting of Discounts and Promotion Thresholds

Cited by 294 publications

References 20 publications

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

An artificial neural net attraction model (ANNAM) to analyze market share effects of marketing instruments

The Impact of Promotional Tools on Sales Promotion

Contact Info

Product

Resources

About