Journal article
Price Sensitivity and Television Advertising Exposures: Some Empirical Findings
Marketing science (Providence, R.I.), Vol.11(4), pp.359-371
10/01/1992
DOI: 10.1287/mksc.11.4.359
Abstract
Empirical research (as well as theoretical reasoning) has led to contradictory findings with regard to whether increases in brand advertising activities lead to increases or decreases in consumer price sensitivity. Lack of data to measure the exposure of individual households to advertisements and to capture competitive activities has been an important limitation to date. This study, using single source data for a midwestern US market, finds that increased advertising exposures are associated with increases in a household's brand choice price sensitivity for two frequently purchased consumer products. However, under high levels of advertising exposure, it is possible for a household's brand choice price sensitivity to decrease.
Details
- Title: Subtitle
- Price Sensitivity and Television Advertising Exposures: Some Empirical Findings
- Creators
- Vinay Kanetkar - University of TorontoCharles B. Weinberg - University of British ColumbiaDoyle L. Weiss - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Marketing science (Providence, R.I.), Vol.11(4), pp.359-371
- DOI
- 10.1287/mksc.11.4.359
- ISSN
- 0732-2399
- eISSN
- 1526-548X
- Number of pages
- 13
- Language
- English
- Date published
- 10/01/1992
- Academic Unit
- Marketing
- Record Identifier
- 9984963538402771
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