Descriptor
| Advertising | 1 |
| Attitudes | 1 |
| Consumer Education | 1 |
| Older Adults | 1 |
Source
| Journal of Consumer Affairs | 1 |
Author
| Biswas, Abhijit | 1 |
| Krishnan, Balaji C. | 1 |
| Licata, Jane W. | 1 |
Publication Type
| Journal Articles | 1 |
| Reports - Research | 1 |
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Peer reviewedLicata, Jane W.; Biswas, Abhijit; Krishnan, Balaji C. – Journal of Consumer Affairs, 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)
Descriptors: Advertising, Attitudes, Consumer Education, Older Adults
