Comparative Price and the Design of Effective Product Communications
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Material Type |
Article
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Author(s) |
Allard, Thomas (Author)
Griffin, Dale (Author)
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Source Journal Info. |
Title:
Journal of Marketing
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Volume/ Issue No.: 2017/SEP V.81 N.5
Call No.:658.8005 JMA Location: Periodicals & References Hall - 2nd floor
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Physical Description |
p 16-29
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Subject Area/ Descriptors |
Marketing
(2255)
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Abstract |
The authors propose a model relating a product’s comparative price to the construal level of its associated communications and show how perceived expensiveness shapes consumers’ response to the wording of marketing communications. A series of six studies shows that for both absolute low- and high-cost product categories, comparatively expensive (inexpensive) ...
Full Abstract
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Journal:
Journal of Marketing
(346)
Issu: 2017/SEP V.81 N.5
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