Price promotions effects of virtue and vice products

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dc.contributorInvestigación en Marketinges
dc.contributor.authorParreño-Selva, Josefa-
dc.contributor.authorMas-Ruiz, Francisco-
dc.contributor.authorRuiz-Conde, Enar-
dc.contributor.otherUniversidad de Alicante. Departamento de Marketinges
dc.identifier.citationEuropean Journal of Marketing. 2014, 48(7/8): 1296-1314. doi:10.1108/EJM-07-2012-0414es
dc.identifier.issn0309-0566 (Print)-
dc.identifier.issn1758-7123 (Online)-
dc.description.abstractPurpose: This paper aims to propose models that capture the own effect of price promotions of virtue and vice products on sales and cross effects within the subcategory, between subcategories and between periods. The hypotheses assume that, due to reverse consumption self-control, the demand for vice products is more price-sensitive than demand for virtue products, but the demand for vice products is less price-sensitive between periods than demand for virtue products; furthermore, due to the degree of impulse-buying and to licensing, the demand sensitivity of the products of a subcategory and of those of other subcategories varies according to the type of promoted product (vice or virtue). Design/methodology/approach: The methodology is based on different econometrical models that estimate the total net effect of price promotions of virtue and vice products on sales. Findings: The results show a greater own effect for price promotions of vice products than for virtue products. However, the complementary sales effect between subcategories for virtue products facilitates greater expansion of the subcategory in virtue products than in vice products. Originality/value: Although price promotions of virtue products (light) and vice products (regular) have proliferated in recent years, researchers have only estimated their own sales effect. Alternatively, the paper contributes by considering own and cross
dc.description.sponsorshipThe authors appreciate the financial support provided by Ministerio de Ciencia e Innovación of Spain (EC02009-12271) and by Generalitat Valenciana (ACOMP/2010/061).es
dc.publisherEmerald Group Publishing Limitedes
dc.rights© Emerald Group Publishing Limitedes
dc.subjectPrice promotionses
dc.subjectCross effectes
dc.subjectOwn effectes
dc.subjectReverse self-control problemes
dc.subjectVice productses
dc.subjectVirtue productses
dc.subject.otherComercialización e Investigación de Mercadoses
dc.titlePrice promotions effects of virtue and vice productses
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