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- Title
Interpretations of Semantic Phrases in Comparative Price Advertisements: Some Preliminary Evidence on a Public Policy Issue.
- Authors
Grewal, Dhruv; Compean, Larry
- Abstract
The informative and deceptive potential of semantic price phrases depends on the meaning interpreted by the consumer and the meaning intended the retailer. The purpose of semantic phrases is to communicate information about prices to the consumer. The more vague the. semantic phrase, the greater the likelihood of differing interpretations and the chance that the meaning will not be shared. Consequently, there is a greater potential for deception. This utilization of vague semantic phrases is contrary to the Federal Trade Commission's objective of enhancing factual comparisons (Grewal and Compeau 1992).
- Subjects
ADVERTISING; FALSE advertising; SEMANTICS research; PRICING; MARKETING research; GOVERNMENT policy on advertising; PSYCHOLOGY
- Publication
Advances in Consumer Research, 1993, Vol 20, Issue 1, p479
- ISSN
0098-9258
- Publication type
Article