An examination into the effectiveness of two-sided comparative price appeals

Article Abstract:

This study extended previous research in the two-sided comparative area by considering such a strategy from a price disclaimer perspective. The effectiveness in usage of a two-sided comparative price appeal relative to a one-sided counterpart across increasing levels of savings between the sponsor's average price for a supermarket basket of goods and that of the average competitor was considered. In general, the finding of the study were consistent with previous research involving comparative two-sided appeals. That is, the two-sided advertisement was found to be significantly more believable than its one-sided counterpart. However, this result was found to have little impact upon purchase intention. (Reprinted by permission of the publisher.)

Pricing, Consumer preferences, Market surveys, Comparative advertising

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An empirical investigation of a general theory of marketing ethics

Article Abstract:

Using a scenario technique, the study tests a core portion of Hunt and Vitell's (1986) general theory of marketing ethics in the context of a marketing research ethical dilemma. The results provide substantial support for the relationships proposed in this part of the model. Two additional hypotheses are confirmed. First, ethical judgments to resolve the dilemma are found to be jointly determined by deontological and teleological evaluations. Second, the relationship between ethical judgment and intention to adopt an ethical alternative is attenuated when its implementation does not result in a preferred consequence. Research limitations and recommendations are offered. (Reprinted by permission of the publisher.)

Marketing, Ethical aspects, Business ethics, Hunt, Shelby, Vitell, Scott

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The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands

Article Abstract:

This study was undertaken to investigate the inclusion of a kosher claim in an advertisement for a familiar and unfamiliar brand of breakfast cereal. Results showed that, as hypothesized, for the familiar brand a kosher third party endorsement led to significantly more kosher attribute-related thoughts, more favorable product attitude and greater purchase intention. For the unfamiliar brand, no significant impact upon these dependent measures was observed given a kosher endorsement. Findings are interpreted from a cognitive perspective regarding the salience of the kosher attribute in a product familiarity context. Managerial implications are discussed. (Reprinted by permission of the publisher.)

Product management, Consumer behavior, Advertising research, Endorsement advertising

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