消费者关于广告价格比较的认知[外文翻译]

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1、毕业论文（设计）外文翻译一、外文原文标题：ConsumerPerceptionsofComparativePriceAdvertisementsCOMPARATIVEPRICEADVERTISEMENTMostretailadvertisementsoffermerchandiseat"specialprice."Oftenthis"specialprice"iscomparedwithapreviousprice,amanufacturer'sprice,arivalseller'sprice,thepriceofsimilarmerchandise,oranareaprice.The

2、generalimplicationoftheseadvertisementsistheconsumercanpayalowerthannormalpriceforthemerchandiseifhe/shewillpurchaseitfromtheadvertiser.Thesellerpromotesa"specialprice"intheadvertisementinthebeliefthatmoreconsumerswillpurchasetheitemiftheybelievethepriceiscomparativelylower.Seller'sDecisionProble

3、msThedecisiontopromotealowerpriceproducestwodecisionproblemsfortheseller.1.Howmuchtoreducetheprice.2.Howtocommunicatethefactthatthepricehasbeenlowered.Thefirstdecisionproblemposestwoadditionalconcerns.Ifthepricereductionistoosmall,consumersmayperceivelittlepricedifferencebetweenthetwooffersandthe

4、reforemaybelievethepricereductiondoesnotwarrantapurchaseeffort.Ifthepricereductionistoolarge,consumersmayperceivethattheofferisnotbonafide.Forexample,theymaynotbelievethelargerreferencepriceisanactualprice,ortheymaywonderaboutthe"quality"ofthesaleitem(Monroe1979,p.45).Theseconddecisionproblemrela

5、testotheformatthesellermayusetopresentthecomparativeoffer.Recognizingthattoolittledifferenceinpricemaynotstimulatepurchasebehaviour,thesellermustcommunicatethevaluebeingoffered.Often,therefore,thespecialpriceiscomparedwithausualorregularprice,amanufacturer'ssuggestedprice,orsomeotherreferencepric

6、e.Inaddition,thereductionmaybepromotedwithastatementofeithertherelativesavings(percentage)orabsolutesavings(dollars),orotherwordstoconnoteaspecial(BerkowitzandWalton1980).However,consumersmaynotperceivethecomparativepriceadvertisementinawaythatreflectsthetruesituation.Someadvertisementsappeardesi

7、gneddeliberatelytocreatemisperceptions,andsomeadvertisersunintentionallycreatemisperceptions.Regardlessofintent,buyersmaybedeceived(FederalTradeCommission1964).RegulatoryConsiderationsBecausepriceadvertisementsmaydecei