Retailer Cooperation with Manufacturer-Sponsored Promotions

Abstract

Recent research suggests that consumer reactions to price promotions are not limited to short-term brand switching be- havior but may include changes in consumer perceptions of a store's image. This article addresses the factors that influence the nature of consumers' attributional processing for satisfaction with price pro- motions (i.e., whether attributional processing is active or schema- based). The article provides insight into how a retailer can either attract or deflect the attributions and offers a framework to help retailers select price promotions that maximize favorable impact on store image.