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| Author: | Burton, S. |
| Title: | The role of attributions in consumer perceptions of retail advertisements promoting price discounts |
| Journal: | Marketing Letters
1994 : APR, VOL. 5:2, p. 131-140 |
| Index terms: | RETAILING ADVERTISING PRICES |
| Language: | eng |
| Abstract: | This study examines whether information in an advertisement promoting a price discount is capable of affecting attributions made about the price reduction and whether these attributions , in turn, affect consumer perceptions and evaluations of the sale. Findings show that price image of the retail advertiser had a strong effect on attributions pertaining to the merchant and a marginal effect on product attributions. The results suggest the importance of the role of attributions made by consumers when exposed to ads promoting discounts. |
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