Do profitability and authenticity co-exist? A model of sales promotion stereotype content and its perception differences among groups

Abstract

Purpose

Almost every consumer has many experiences of sales promotion and different stereotypes of it. The purpose of this paper is to investigate the model of sales promotion stereotype content (model of SPSC) and its perception differences among groups.

Design/methodology/approach

Drawing on the methods testifying stereotype content model and mixed stereotype proposed by Fiske et al. (2002), the authors decomposed the SPSC model into two dimensions, namely, the profitability and authenticity of sales promotion, and developed a multidimensional scale for profitability and authenticity. Then a survey that examined 765 participants was conducted to test the reliability of profitability and authenticity as the two primary dimensions of the model of SPSC and perception differences among consumer groups.

Findings

The model which consists of two dimensions, authenticity and profitability, was shown to be reliable and valid. Furthermore, the authors find that the profitability and the authenticity reflect consumers' evaluation (perception) of an enterprise's intention and its ability to enact the intention of sales promotion. In addition, mixed stereotypes of promotion can also explain consumers' entanglement when making promotion decisions.

Originality/value

This paper fills the gap in the existing literature of which the single dimension stereotype of sales promotion by the model of SPSC. In addition, the results show that consumers' stereotype of promotion varied in demographics and psychographic characteristics. Furthermore, this paper provides a basis for exploring the social stereotypes of specific things and related marketing activities.

Citation

Lu, C., Li, H. and Xu, T. (2020), "Do profitability and authenticity co-exist? A model of sales promotion stereotype content and its perception differences among groups", Journal of Contemporary Marketing Science, Vol. 3 No. 3, pp. 333-363. https://doi.org/10.1108/JCMARS-08-2020-0033