Type of Document	Dissertation
Author	Hyun, Soeun
URN	etd-12142006-131849
Title	The effects of contextual cues on consumers' perceptions of comparative price advertisments
Degree	PhD
Department	Business (Marketing)
Advisory Committee	Advisor Name Title Monroe, Kent B. Committee Chair Brown, James R. Committee Member Fern, Edward F. Committee Member Klein, Noreen M. Committee Member Littlefield, James E. Committee Member
Keywords	Consumers Korea Attitudes Advertising Electric household appliances Korea Pricing Korea
Date of Defense	1993-08-05
Availability	restricted
Abstract The purpose of this study is to understand Korean consumers' perceptual processes induced by comparative price advertisements. While controlling for intrinsic product cue effects, this study examines the joint effects of extrinsic cues, such as comparative price (regular price /sale price), brand name, country-of-manufacture, and retailer name, on a consumer's perception of a product's price and quality. In examining the effects of advertising contextual cues, this study incorporates consumer perceptual processes, the processes through which the external cues are perceived and compared to or moderated by other variables. The perceptual structure is based on relevant theories and accumulated knowledge from research in this area. Specially adapted theories for this study are the adaptation-level theory, the message learning theory, and the transaction utility theory.
Files	Filename       Size       Approximate Download Time (Hours:Minutes:Seconds)     28.8 Modem   56K Modem   ISDN (64 Kb)   ISDN (128 Kb)   Higher-speed Access  LD5655.V856_1993.H986.pdf 13.97 Mb 01:04:41 00:33:16 00:29:06 00:14:33 00:01:14 next to an author's name indicates that all files or directories associated with their ETD are accessible from the Virginia Tech campus network only.

If you have questions or technical problems, please Contact DLA.