Title page for ETD etd-12142006-131849


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 
[VT] LD5655.V856_1993.H986.pdf 13.97 Mb 01:04:41 00:33:16 00:29:06 00:14:33 00:01:14
[BTD] 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.

Browse All Available ETDs by ( Author | Department )

dla home
etds imagebase journals news ereserve special collections
virgnia tech home contact dla university libraries

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