MARKETING & CUSTOMERS
When Price Advertising Changes Quality Expectations, Brand Choices
Price advertising not only communicates a monetary amount but can also change expectations regarding quality. Based on an experiment involving U.S. adults in an online bookstore setting, this article analyzes the conditions under which Korean companies should design discount messages alongside explanations of product composition and performance.
The decision to lower prices and the decision to place a low price on the front screen of an advertisement are two different management problems. The former changes the amount the customer will pay, while the latter changes the starting point from which the customer understands the product.…
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