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| Author: | Dhar, S. K. Gonzalez-Vallejo, C. Soman, D. |
| Title: | Modeling the effects of advertised price claims: Tensile versus precise claims? |
| Journal: | Marketing Science
1999 : VOL. 18:2, p. 154-177 |
| Index terms: | Retailing Industries Consumer behaviour Market research Prices Advertising USA |
| Freeterms: | Sales promotions |
| Language: | eng |
| Abstract: | The study develops a conceptual framework to understand how consumers respond to tensile vs. precise price claims on a group of advertised items for different price image stores. There is a series of three experimental studies used. It is proposed that consumers' valuation of an advertised sales offer depends on their subjective assessments on the probability with which they will find a desirable item at discounted price, the size of that discount and the probability of liking the sale item. Results show that when the fraction of stock specified on sale is low, consumers responding to a tensile claim are optimistic about the discount they believe they will get. |
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