Whether consumers actually save money depends primarily on the validity of this advertised comparative reference price. This paper attempts to examine the impact of comparative pricing on the consumer response towards that brand or that company and hence the buying behavior. The key factors that emerge out of the study are the wordings of the advertisement, the presence of a time constraint on the offer, the the focus of the advertising, for example if it was framed in a positive way (stressing the benefits) or negative way (stressing the potential costs) and the twin hypothesis that retail newspaper advertisements with comparison prices produce more positive consumer price perceptions, attitudes toward purchase, and intentions to purchase the advertised product than advertisements without comparison prices and advertisements with comparison prices for national brands produce more positive price perceptions, attitudes toward purchase, and intentions to purchase than advertisements with comparison prices for private and generic brands holding true... displayed 300 characters
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The key factors that emerge out of the study are the wordings of the advertisement, the presence of a time constraint on the offer, the the focus of the advertising, for example if it was framed in a positive way (stressing the benefits) or negative way (stressing the potential costs) and the twin hypothesis that retail newspaper advertisements with comparison prices produce more positive consumer price perceptions, attitudes toward purchase, and intentions to purchase the advertised product than advertisements without comparison prices and advertisements with comparison prices for national brands produce more positive price perceptions, attitudes toward purchase, and intentions to purchase than advertisements with comparison prices for private and generic brands holding true... displayed 300 characters
