Semantic cues in reference price advertisements: The moderating role of cue concreteness
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- 作者：Balaji C. Krishnan ; Abhijit Biswas and Richard G. Netemeyer
- 关键词：Semantic cues ; Reference price advertisements ; Role of cue concreteness ; Skepticism ; Cognitive effort
- 刊名：Journal of Retailing
- 出版年：2006
- 出版时间：2006
- 年：2006
- 卷：82
- 期：2
- 页码：95-104
- 全文大小：298 K
文摘
Retailers use a variety of semantic cues to advertise discounts at their stores. In this paper we introduce the concept of cue concreteness and examine its impact on effectiveness of semantic cues. Four studies were conducted which concur with the findings of earlier research in this area and expand our knowledge about the effectiveness of semantic cues. Results indicate that between-store cues are perceived to be more effective than within-store cues at moderate price discount levels only when the cues are concrete in nature. In addition, a between-store cue resulted in more favorable evaluations than a within-store cue when the ad was viewed at home, but only when the cue was concrete. Implications for marketers and public policy makers are discussed.