Сравнение цен в рекламном сообщении: влияние на восприятие ценности покупки, ценности сделки и поведенческие намерения
Гревал Д., Монро К., Кришнан Р.

Воспринимаемое качество;
Воспринимаемая ценность покупки;
Воспринимаемая ценность сделки;
Влияние ценности покупки и ценности сделки
на принятие решения о покупке и намерение
относительно поиска;
Альтернативная модель;
План исследования;
Предварительные тесты;
Ограничения и направления для дальнейших исследований;


Предлагаемаемая вниманию читателей статья открывает относительно новую для российского рынка разновидность качественных исследований, а именно — исследованиџ эффективности различных способов представления цены в рекламном сообщении. Читатели смогут оценить, насколько глубоко и внимательно подходят зарубежные исследователи к моделированию вклада каждого элемента рекламного сообщениџ в успех продвижения товара на рынке.

Журнал: «Реклама. Теория и практика» — №4, 2004 (© Издательский дом Гребенников)
Объем в страницах: 22
Кол-во знаков: около 46,462

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Гревал Дхрув

Адъюнкт-профессор маркетинга, отделение маркетинга, Университет Майами. (США).

Монро Кент

Профессор маркетинга, Университет Иллинойса. (США).

Кришнан Р.

Профессор кафедры маркетинга Калифорнийского политехнического института и Калифорнийского университета. (США).