Comparative Price and the Design of Effective Product Communications

• Main Authors: Allard, Thomas, Griffin, Dale
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2017
• Subjects: Price; Construal level
• Online Access: https://hdl.handle.net/10356/85239; http://hdl.handle.net/10220/43669
• Institution: Nanyang Technological University

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...