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Misperceptions of Grocery Advertising

 

作者: JUDITH LYNNE ZAICHKOWSKY,   DEBORAH PATRICIA SADLOWSKY,  

 

期刊: Journal of Consumer Affairs  （WILEY Available online 1991）
卷期: Volume 25, issue 1  

页码: 98-109

 

ISSN:0022-0078

 

年代: 1991

 

DOI:10.1111/j.1745-6606.1991.tb00283.x

 

出版商: Blackwell Publishing Ltd

 

数据来源: WILEY

 

摘要:

A survey of food shoppers showed that consumers underestimate the number of advertised grocery store items reduced in price and the average amount these products are marked down. Newspaper advertisements appear to be relied upon more by consumers who believe that advertised brands are of better quality than those not advertised.

 

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