Marketplace attributions and consumer evaluations of discount claims Journal Article uri icon



  • AbstractTwo studies were conducted in which respondents were exposed to test advertisements in which the amount of savings implied by a reference price discount claim was manipulated. Respondents' attributions concerning the advertiser's motives for making the reference price discount claim were measured, along with dependent variables that assessed the respondents' evaluations of the price offer. Results across both studies indicated that the attributions about the advertiser's motives for the price discount offer had a significant effect on consumers' evaluations of the offer. Furthermore, across both studies, a personā€stimulusā€circumstance taxonomy appeared consistent with the structure of the attributions that respondents made when presented with reference price claims.

publication date

  • September 1, 1989

has restriction

  • closed

Date in CU Experts

  • June 15, 2014 8:04 AM

Full Author List

  • Lichtenstein DR; Burton S; O'Hara BS

author count

  • 3

Other Profiles

International Standard Serial Number (ISSN)

  • 0742-6046

Electronic International Standard Serial Number (EISSN)

  • 1520-6793

Additional Document Info

start page

  • 163

end page

  • 180


  • 6


  • 3