Comparative Price and the Design of Effective Product Communications
The authors propose a model relating a product’s comparative price to the construal level of its associated communications and show how perceived expensiveness shapes consumers’ response to the wording of marketing communications. A series of six studies shows that for both absolute low- and high-co...
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| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/85239 http://hdl.handle.net/10220/43669 |
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| Institution: | Nanyang Technological University |
| Language: | English |