The effects of contextual cues on consumers' perceptions of comparative price advertisments
The purpose of this study is to understand Korean consumers' perceptual processes induced by comparative price advertisements. While controlling for intrinsic product cue effects, this study examines the joint effects of extrinsic cues, such as comparative price (regular price /sale price), bra...
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| Format: | Others |
| Language: | en |
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Virginia Tech
2014
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| Online Access: | http://hdl.handle.net/10919/40417 http://scholar.lib.vt.edu/theses/available/etd-12142006-131849/ |