The authors examine the relative importance of temporary price reductions, display alternatives, and newspaper advertising to unit sales of supermarket products. The research was conducted as an in-store pricing experiment characterized by a factorial design.

No abstract

Using a disguised, structured technique, the authors collected consumer judgments regarding an editorial advertisement entitled “Of cigarettes and science” sponsored by R. J. Reynolds Tobacco Company. Respondents were shown an actual newspaper section that contained different types of editorials and advertisements, including the “Of cigarettes and science” item. After the respondents indirectly classified each item as either an editorial or advertisement, they were asked to list at least two characteristics about the appearance or wording of the “Of cigarettes and science” item that caused them to classify it as they did. The majority of respondents thought the item was an advertisement because it looked different from editorial items, was sponsored by R. J. Reynolds Tobacco Company, and seemed to have a persuasive or promotional content. Over one-fourth of the respondents, however, identified the communication as an editorial because of its lack of direct sales information and its extensive wording. The authors contend that legal and regulatory bodies should consider the effects of both source and intent of the message when arguing consumer impact.

Advertised food specials may be deceptive to consumers who mistake the advertised prices as reduced prices. Of all the advertised food specials examined in this research, at least 13 percent and as many as 25 percent of those advertised in newspapers were not reduced in price.

No abstract

No abstract

No abstract

This research examined the availability and pricing policies of discount department stores for advertised products, thereby enlarging the scope of previous research on availability and mispricing of advertised supermarket products. The study findings suggest that unavailability is not a serious problem in discount department stores but that overpricing of advertised items may occur frequently.