TITLE

BRAND FAMILIARITY AND INVOICE PRICE EFFECTS ON CONSUMER EVALUATIONS: THE MODERATING ROLE OF SKEPTICISM TOWARD ADVERTISING

AUTHOR(S)
Hardesty, David M.; Carlson, Jay P.; Bearden, William O.
PUB. DATE
July 2001
SOURCE
AMA Winter Educators' Conference Proceedings;2001, Vol. 12, p171
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
In this paper, our primary objective is to Investigate the ability of consumers' skepticism toward advertising to moderate the effects of advertised price claims which employ external reference prices (i.e., invoice prices) to frame offers as attractive (cf. Thaler 1985). The use of external reference prices is ubiquitous in the marketplace and their potential for consumer deception is well documented (e.g., Compeau and Grewal 1998; Urbany, Bearden, and Weilbaker 1988). Skepticism toward advertising is the general tendency toward disbelief of advertising claims and represents a basic marketplace belief that varies across individuals and is related to general persuasability(Obermiller and Spangenberg 1998, p. 159). As such, the present research is consistent with the principles embodied in the persuasion knowledge model (PKM) (Friestad and Wright 1994) and addresses specific recommendations regarding the need to investigate consumer beliefs about advertiser tactics, the conditions under which consumer beliefs related to persuasion knowledge are likely to be used, and the extent to which skepticism toward advertising Influences consumer responses to specific advertisements (cf. Boush, Friestad, and Rose 1994; Campbell and Kirmani 2000). However, the current investigation is not limited to assessing the effects of skepticism toward advertising on consumer evaluations of advertised price claims. Here, the effects of varying levels of advertised price claims and consumer differences in advertising skepticism are examined for both familiar and unfamiliar brands, with the general expectation that advertising skepticism beliefs would be most influential in affecting evaluations of advertised price claims made for lessor known brands.
ACCESSION #
10561699

 

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