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A Further Empirical Investigation Into The Semantic Meaning Of Advertising Price References, Jeffrey Gutenberg, James M. Quinn

Atlantic Marketing Journal

Abstract – This study extends a well-known investigation of the meaning to consumers of commonly used comparative advertising pricing claims (e.g. “compare at”) by employing a broader demographic representation of respondents than the student sample which was used in the original research. Large and statistically significant differences were found between the two groups of respondents yet the main implications for practitioners remain the same.