Hoon Ang, Swee; Meng Leong, Siew; Lin Tey, Wei - In: Pricing Strategy and Practice 5 (1997) 3, pp. 116-125
An experiment was conducted in which level of claim (plausible versus implausible), claim type (tensile versus objective), and brand familiarity were manipulated to determine consumer responses to sale ads. Conducted in an Asian setting using percentage instead of dollar value price reductions,...