{"title":"推广对广泛消费产品的接受程度的信号效应","authors":"Pierre Desmet","doi":"10.1431/18868","DOIUrl":null,"url":null,"abstract":"In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price sensitivity and rejection rate beacuse the price is too high.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"3 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2004-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Effetti segnaletici della promozione sull'accettazione di un prodotto di largo consumo\",\"authors\":\"Pierre Desmet\",\"doi\":\"10.1431/18868\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price sensitivity and rejection rate beacuse the price is too high.\",\"PeriodicalId\":407849,\"journal\":{\"name\":\"Micro & Macro Marketing\",\"volume\":\"3 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2004-01-25\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Micro & Macro Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1431/18868\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Micro & Macro Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1431/18868","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Effetti segnaletici della promozione sull'accettazione di un prodotto di largo consumo
In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price sensitivity and rejection rate beacuse the price is too high.
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