Reference prices and deception in newspaper advertising

Article Abstract:

The effects of two types of reference price claims, regular price and manufacturer's suggested list price, on consumer perceptions of ordinary prices in two different advertising contexts, sale and no sale, were examined. The test consumers were exposed to newspaper advertisements for four products and one of five price representations: regular price alone; sale price alone; regular price with manufacturer's suggested list price; sale price with regular price; or sale price with manufacturer's suggested list price. It was found that the presence or type of reference price did not affect perceptions of ordinary prices of products, but that lower estimates of ordinary prices were made in the sale context. It was also found that consumers who had recently shopped for the same products were no more accurate in their perceptions of ordinary prices than were the other test subjects.

Prices and rates, Political aspects, Prices, Consumer preferences, Consumers, Newspaper advertising

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Product categorization and inference making: some implications for comparative advertising

Article Abstract:

A categorization approach to inference making was used to determine when the effects of comparative advertising would differ from those of noncomparative advertising. Comparative advertising led to different responses for experts relative to either product class or product type level noncomparative advertising, but for novices only when the noncomparative and referred to a broad product class. These differences were for measures of similarity, distinctiveness, and ad informativeness. Mean values on brand attitudes were not differentially influenced by comparative versus noncomparative advertising, though comparative advertising resulted in more polarized attitudes. These results were interpreted within the categorization framework and point to the general usefulness of this conceptual framework. (Reprinted by permission of the publisher.)

Products, Cooperative advertising

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Predicting the effectiveness of different strategies of advertising variation: a test of the repetition-variation hypotheses

Article Abstract:

Two strategies for varying the content of ads over repeated presentations are distinguished, and the effectiveness of these strategies are examined at two different levels of consumer motivation to process the ads. Consistent with the hypotheses, experiment 1 found that a cosmetic variation strategy (variation in nonsubstantive features of an ad across multiple presentations) had greater impact on attitudes when motivation to process the ad was low (as induced by low personal relevance of the product). Experiment 2 found that a substantive variation strategy (variation in relevant product attributes across multiple presentations) was more influential when motivation to process the ad was high. These results are consistent with the Elaboration Likelihood Model of persuasion. (Reprinted by permission of the publisher.)

Consumer behavior, Advertising campaigns

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