Comparative price and the design of effective product communications
The authors propose amodel 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...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2017
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/7080 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8079/viewcontent/jm.16.0018_Inpress__1_.pdf |
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| Institution: | Singapore Management University |
| Language: | English |