Peer reviewedERIC Number: EJ564771
Record Type: Journal
Publication Date: 1998
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0022-0078
EISSN: N/A
Ambiguity and Exaggeration in Price Promotion: Perceptions of the Elder and Nonelder Consumer.
Licata, Jane W.; Biswas, Abhijit; Krishnan, Balaji C.
Journal of Consumer Affairs, v32 n1 p56-81 Sum 1998
Forty older and 60 younger adults were asked to estimate the level of discount expected in ads. Consumers were skeptical of implausible discounts. Implausible and highly plausible discounts had more influence on price perceptions than did discounts with low plausibility. (SK)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
