Price promotion is a very popular and fast-growing promotional tool. In the era of decreased efficiency of mass advertising, retailers rely more and more on this promotional tool. However, research literature provides evidence that price promotions may have both positive and negative effects. Though higher discounts often result in more favorable deal evaluations, consumers’ reactions do not always follow a consistently linear path. Price promotions offering “too high” or “too low” value may adversely affect consumers’ deal evaluations. Consumers ‘penalize’ retailers they perceive to be manipulative. This book presents a comprehensive conceptual framework that incorporates an attributional perspective. The model shows the impact of the consistency/inconsistency of price promotion cues, and the locus of causation on consumers’ deal evaluations. This book contributes to our understanding of how consumers process and evaluate price promotions and will be useful for marketing and communication specialists or anyone who wants to understand potential consumers’ reactions on typical and atypical price promotions and develop successful price promotional campaigns.

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