Consumer Appraisal of Retail Price Advertisements

Consumer Appraisal of Retail Price Advertisements

This study of consumer appraisal of retail price advertising indicates that consumers do not uncritically accept claimed price reductions. A process of judgment is revealed in which retailer image, discount size, and shopper experience all play a part. Rejection of price-cutting statements suggests...

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Veröffentlicht in:Journal of marketing 1974-07, Vol.38 (3), p.64-67
Hauptverfasser: Fry, Joseph N., McDougall, Gordon H.
Format: Artikel
Sprache:eng
Schlagworte:
Advertisements
Advertising
Advertising campaigns
Advertising research
Appraisal
Consumer advertising
Consumer confidence
Consumers
Credibility
Discounts
Marketing Notes and Communications
Prices
Reduction
Retail
Retail prices
Retail stores
Retail trade
Shopping
Social classes
Sofas
Studies
Variables
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Beschreibung
Zusammenfassung:This study of consumer appraisal of retail price advertising indicates that consumers do not uncritically accept claimed price reductions. A process of judgment is revealed in which retailer image, discount size, and shopper experience all play a part. Rejection of price-cutting statements suggests the need for strengthening consumer confidence in retail price advertising.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224297403800311