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The effects of contextual cues on consumers' perceptions of comparative price advertisments

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dc.contributor.authorHyun, Soeunen
dc.contributor.committeechairMonroe, Kent B.en
dc.contributor.committeememberLittlefield, James E.en
dc.contributor.committeememberFern, Edward F.en
dc.contributor.committeememberKlein, Noreen M.en
dc.contributor.committeememberBrown, James R.en
dc.contributor.departmentBusiness (Marketing)en
dc.date.accessioned2014-03-14T21:23:23Zen
dc.date.adate2006-12-14en
dc.date.available2014-03-14T21:23:23Zen
dc.date.issued1993-08-05en
dc.date.rdate2006-12-14en
dc.date.sdate2006-12-14en
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.en
dc.description.degreePh. D.en
dc.format.extentxvi, 475 leavesen
dc.format.mediumBTDen
dc.format.mimetypeapplication/pdfen
dc.identifier.otheretd-12142006-131849en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-12142006-131849/en
dc.identifier.urihttp://hdl.handle.net/10919/40417en
dc.language.isoenen
dc.publisherVirginia Techen
dc.relation.haspartLD5655.V856_1993.H986.pdfen
dc.relation.isformatofOCLC# 30120282en
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subject.lccLD5655.V856 1993.H986en
dc.subject.lcshAdvertising -- Electric household appliances -- Koreaen
dc.subject.lcshConsumers -- Korea -- Attitudesen
dc.subject.lcshPricing -- Koreaen
dc.titleThe effects of contextual cues on consumers' perceptions of comparative price advertismentsen
dc.typeDissertationen
dc.type.dcmitypeTexten
thesis.degree.disciplineBusiness (Marketing)en
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.leveldoctoralen
thesis.degree.namePh. D.en

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