When Do Price Promotions Affect Pretrial Brand Evaluations?
Priya Raghubir and Kim Corfman propose that a promotion signals quality when it departs from a brand's own past promotional pattern or from common industry practice, and that product experts rely on promotions less than novices. Three laboratory studies of a service promotion designed to drive trial show that consistency with past promotions, how unusual promoting is in the industry and consumer expertise determine when promotions hurt brand evaluations. The authors draw implications for service providers in industries where promotions are rare.
Priya Raghubir and Kim Corfman propose that a promotion signals quality when it departs from a brand's own past promotional pattern or from common industry practice, and that product experts rely on promotions less than novices. Three laboratory studies of a service promotion designed to drive trial show that consistency with past promotions, how unusual promoting is in the industry and consumer expertise determine when promotions hurt brand evaluations. The authors draw implications for service providers in industries where promotions are rare.
Written from the abstract read 2026-10-21 via the SAGE page.
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Raghubir, P., & Corfman, K. (1999). When Do Price Promotions Affect Pretrial Brand Evaluations? Journal of Marketing Research, 36(2), 211-222. doi:10.1177/002224379903600206