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

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...