Price promotions effects of virtue and vice products

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Title: Price promotions effects of virtue and vice products
Authors: Parreño-Selva, Josefa | Mas-Ruiz, Francisco | Ruiz-Conde, Enar
Research Group/s: Investigación en Marketing | Marketing
Center, Department or Service: Universidad de Alicante. Departamento de Marketing
Keywords: Price promotions | Cross effect | Own effect | Reverse self-control problem | Vice products | Virtue products
Knowledge Area: Comercialización e Investigación de Mercados
Issue Date: 2014
Publisher: Emerald Group Publishing Limited
Citation: European Journal of Marketing. 2014, 48(7/8): 1296-1314. doi:10.1108/EJM-07-2012-0414
Abstract: Purpose: 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 effects.
Sponsor: The authors appreciate the financial support provided by Ministerio de Ciencia e Innovación of Spain (EC02009-12271) and by Generalitat Valenciana (ACOMP/2010/061).
ISSN: 0309-0566 (Print) | 1758-7123 (Online)
DOI: 10.1108/EJM-07-2012-0414
Language: eng
Type: info:eu-repo/semantics/article
Rights: © Emerald Group Publishing Limited
Peer Review: si
Publisher version:
Appears in Collections:INV - Investigación en Marketing - Artículos de Revistas
INV - MKT - Artículos de Revistas
INV - UA.BRANDSCIENCE - Artículos de Revistas

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