Transformations  in
Business & Economics

THE BRIGHT SIDE OF CONSUMER SUSPICIOUS
Adriana Manolica, Adriana Vulpe, Teodora Roman, Lorin-Mircea Dragan, George-Cristian Nistor, Mirabela Matei

ABSTRACT: Black Friday is the most excellent occasion shopping season as a perfect opportunity for retailers to extend their deals. Over the years, this phenomenon has been expanding to other nations worldwide. Even though universally brad, there has been a need for research attention to consumers attitudes during the Black Friday period. The bright side of suspicion is analysed based on consumer behaviour. That means that consumers have the intention to buy, and they are more cautious toward Black Friday products. This is because they pay attention to different details, like prices tag, analyse available products, compare sites/stores, expiration date, product composition, brand, and country (supplier). Our research results may be helpful for marketers, businesses, and companies that are usually very active during Black Friday.

KEYWORDS:  consumer suspicion, Black Friday suspicion, skepticism scale, consumer attitude, advertising messages.

JEL classification:  D11, D16, E20, L82, M30, M31.