The Influence of Brand Credibility on Consumers' Attention to Sales Promotions

This research aims to analyze the effects of perception-based brand credibility on the attention paid by consumers to sales promotions. An eye-tracking study was conducted to analyze the sales promotions of different brand types (low brand credibility versus high brand credibility). The results indi...

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Bibliographic Details
Published in:Journal of promotion management 2020-09, Vol.26 (6), p.855-873
Main Authors: Junior Ladeira, Wagner, de Oliveira Santini, Fernando, Carvalho Jardim, William
Format: Article
Language:English
Subjects:
Attention
Automobile fleets
brand credibility
Brands
Consumers
Credibility
Eye tracking
Regulation
Sales
Sales promotions
Tracking
visual attention and eye-tracking
Visual perception
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Summary:This research aims to analyze the effects of perception-based brand credibility on the attention paid by consumers to sales promotions. An eye-tracking study was conducted to analyze the sales promotions of different brand types (low brand credibility versus high brand credibility). The results indicate variations in participants' visual perception of a product promotion depending on the perception-based brand credibility, i.e., accelerating their scanning sequence for a low-credibility brand and decelerating when scanning a high-credibility brand. Under the low-credibility condition, participants pay more attention to certain aspects of sales promotions, such as the terms and conditions (regulations), validity dates (promotional period), the description of the participation process and promotional deadlines.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2020.1745981