Effects of shopping information on consumers' responses to comparative price claims

    Authors

    E. A. Blair; J. Harris;K. B. Monroe

    Comments

    Authors: contact us about adding a copy of your work at STARS@ucf.edu

    Abbreviated Journal Title

    J. Retail.

    Keywords

    comparative prices; reference prices; price image; retail advertising; RETAIL ADVERTISEMENTS; PERCEPTIONS; DISCOUNTS; SEARCH; Business

    Abstract

    This article describes three studies that examine the effects of shopping information on consumers' responses to comparative price claims in retail advertisements. Results of the studies show that 1) the opportunity to shop across retail stores reduces the effect of comparative price claims on consumers' estimates of lowest price for a particular item, but has less impact on their estimates of the store's regular price; 2) access to advertising from competing retailers has the same pattern of effects; and 3) across exposure to a series of ad claims, these effects generalize from estimates of specific item prices to judgments of the store's general pricing. For branded shopping goods, the results show that comparative price claims may prove counterproductive for retail advertisers by leading consumers to believe that the store's regular prices are high without convincing them that its sale prices are low. (C) 2002 by New York University. All rights reserved.

    Journal Title

    Journal of Retailing

    Volume

    78

    Issue/Number

    3

    Publication Date

    1-1-2002

    Document Type

    Article

    Language

    English

    First Page

    175

    Last Page

    181

    WOS Identifier

    WOS:000178441200002

    ISSN

    0022-4359

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