Virginia Tech
The effects of contextual cues on consumers' perceptions of comparative price advertisements
Abstract
dc:description.abstractThe 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), brand name, country-of-manufacture, and retailer name, on a consumer's perception of a product's price and quality. In examining the effects of advertising contextual cues, this study incorporates consumer perceptual processes, the processes through which the external cues are perceived and compared to or moderated by other variables. The perceptual structure is based on relevant theories and accumulated knowledge from research in this area. Specially adapted theories for this study are the adaptation-level theory, the message learning theory, and the transaction utility theory.
Degree
thesis:*- Name thesis:degree_name
- Ph. D.
- Level thesis:degree_level
- doctoral
- Discipline thesis:degree_discipline
- Business (Marketing)
- Department dc:contributor.department
- Business (Marketing)
- Grantor dc:publisher
- Virginia Tech
- Year dc:date.issued
- 1993
Author and committee
dc:creator, dc:contributor.*- Author dc:creator
-
- Hyun, Soeun
- Chair dc:contributor.committeechair
-
- Monroe, Kent B.
- Committee members dc:contributor.committeemember
-
- Littlefield, James E.
- Fern, Edward F.
- Klein, Noreen M.
- Brown, James R.
Rights
dc:rights- Statement dc:rights
-
- In Copyright
- Licence dc:rights.uri
- Language dc:language.iso
- en
Identifiers
dc:identifier.*- Dc Identifier Other
- etd-12142006-131849
- OAI identifier oai:identifier
- oai:vtechworks.lib.vt.edu:10919/40417