Title

Effects Of Shopping Information On Consumers' Responses To Comparative Price Claims

Keywords

Comparative prices; Price image; Reference prices; Retail advertising

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. © 2002 by New York University. All rights reserved.

Publication Date

10-19-2002

Publication Title

Journal of Retailing

Volume

78

Issue

3

Number of Pages

175-181

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1016/S0022-4359(02)00063-5

Socpus ID

0036390302 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/0036390302

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