ISSN:
1573-059X
Keywords:
Attributions
;
price discounts
;
retail advertising
Source:
Springer Online Journal Archives 1860-2000
Topics:
Economics
Notes:
Abstract This study examines whether information in an advertisement promoting a price discount is capable of affecting attributions made about the price reduction and whether these attributions, in turn, affect consumer perceptions and evaluations of the sale. Findings show that price image of the retail advertiser had a strong effect on attributions pertaining to the merchant and a marginal effect on product attributions. The attribution variables, in turn, explained significant amounts of variance in criterion variables measuring consumer perceptions of value, attitude toward the ad, and shopping intentions, beyond the variance explained by the store and discount claim variables manipulated in the study. These results suggest the importance of the role of attributions made by consumers when exposed to ads promoting discounts.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1007/BF00994103
Permalink
