Consumer Appraisal of Retail Price Advertisements
- 1 July 1974
- journal article
- Published by SAGE Publications in Journal of Marketing
- Vol. 38 (3) , 64
- https://doi.org/10.2307/1249852
Abstract
This study of consumer appraisal of retail price advertising indicates that consumers do not uncritically accept claimed price reductions. A process of judgment...Keywords
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