Consumer Evaluation of Reference Price Advertisements: Effects of “other” Brand’s Prices and Semantic Cues

  title={Consumer Evaluation of Reference Price Advertisements: Effects of “other” Brand’s Prices and Semantic Cues},
  • Published 1999
While consumer behavior and policy researchers have contributed to legislation and legal decisions for reference price advertising, there is hardly any research on how "other" external price information may impact the effects of reference prices and associated semantic cues. These issues are studied with two 3 x 2 x 2 experiments. Results of the first study indicate that consumer evaluations are influenced by "other" external price information within a plausible reference price range. In… CONTINUE READING

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