The effects of price-comparison advertising on buyers' perceptions of acquisition value and transaction value
By: Dhruv Grewal, Kent B. Monroe, R. Krishnan
Contributors: Monroe, Kent B; Krishnan, R.; Marketing Science Institute
Series: Report -- no. 96-103; Report (Marketing Science Institute) -- no. 96-103
Publisher: Marketing Science Institute
Published: 1996
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 34
Subjects: Pricing -- Psychological aspects; Comparative advertising -- Psychological aspects; Consumer behavior
Other titles: Effects of price comparison advertising on buyers' perceptions of acquisition value and transaction value
Notes: "May 1996."

Includes bibliographical references (p. 29-34)