The Effect of Marketing Promotions on Customers’ Cognitive Biases
The Effect of Marketing Promotions on Customers’ Cognitive Biases

Summary/Abstract: This paper investigates the effect of promotional marketing messages on the cognitive biases experienced by a sample of 97 randomly selected French consumers interviewed in the city of Montpellier, France. Using an exploratory approach based on a qualitative methodology, the study provides some interesting results regarding the effect of gender and age on the type of induced cognitive biases, and provides an empirical basis for developing a tentative model regarding the categories of factors influencing the apparition and manifestation of a cognitive bias as an effect of promotional marketing messages.

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