Consumer Perceptions of Comparative Price Advertisements
Open Access
- 1 November 1981
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 18 (4) , 416-427
- https://doi.org/10.1177/002224378101800402
Abstract
The authors analyze the issue of comparative price advertising from a behavioral perspective. Because public policy recognizes that comparative pricing may lead to consumer misperceptions, the authors review the regulatory setting and pose several research questions that need to be addressed. A complex experiment and replication examining some of these questions is reported.Keywords
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