MARKETING & CUSTOMERS
When Price Advertising Changes Quality Expectations, a Brand's Choice
Price advertising not only communicates an amount but can also alter expectations of quality. Based on an online bookstore experiment with U.S. adults, this article analyzes the conditions under which Korean companies should design discount messages alongside descriptions of product composition and performance.
Price advertising not only communicates an amount but can also alter expectations of quality. Based on an online bookstore experiment with U.S. adults, this article analyzes the conditions under which Korean companies should design discount messages alongside descriptions 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 a customer will pay, while the latter changes the starting point from which a customer understands a product.…
KBR Access
Insight 4.0 is for KBR Members
KBR Member: ₩9,900/month (or a ₩12,900 one-month pass) for every section except KBR Analysis, up to 30 articles a month. Free members can read one paid article free every month.
Free account · No card required
Create a free KBR account
Creating a KBR account is free and takes about a minute — no card required. You'll come straight back to this page once you're done.
KBR NEWSLETTER
Sign up for free and get the KBR Newsletter!
Sign up and opt in to the newsletter to receive KBR's curated business and economic insights by email.
LATEST IN TOPIC
Latest in this topic
RELATED CONTENT
Related Content
Does Reducing Remote Work Improve Collaboration? The Touchpoints Team Leaders Need to Change
MemberEmployees Who Are Quiet During Salary Negotiations: Are They Really Satisfied with Current Conditions?
MemberWhen Should AI Agents Stop and Leave Decisions to Humans?
MemberCompanies That Ask for Ideas: Are They Also Granting the Authority to Execute Them?
