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

Abstract

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.

Keywords:

• Sales promotions
• brand credibility
• visual attention and eye-tracking

Additional information

Funding

The study was funded by Coordenação de Aperfeiçoamento de Pessoal de Nível Superior.