haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Urbany, J. E. Bearden, W. O. Weilbaker, D. C. |
| Otsikko: | The effect of plausible and exaggerated reference prices on consumer perceptions and price search |
| Lehti: | Journal of Consumer Research
1988 : JUN, VOL. 15:1, p. 95-110 |
| Asiasana: | ADVERTISING EFFECTIVENESS PRICES CONSUMER RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | An examination of whether advertisers' regular price claims affect consumer perceptions and price search behaviour, involving simulated shopping experiments via personal computers, and advertised sale price above the lowest expected price. The effects of reference prices on perceptions and behaviour: adaptation level and assimilation-contrast theories, judging reference price believability, effects of plausible reference prices, effects of exaggerated reference prices, hypotheses and study method. Subjects and procedures. Independent and dependent variables. Effects on market price estimates, perceived offer value, benefits of search and search behaviour. A number of Figures illustrate the study. |
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